It’s no secret that the demand for creative teams and their talent has been steadily increasing since the onset of the global COVID-19 pandemic. As Brandfolder’s Director of Marketing, Adam Figueroa, stated in a recent AdAge interview, “During the last few years, creativity itself has really been put front and center.”
But how is this newfound esteem reshaping creatives’ day-to-day work lives? Do stakeholders value their time as much as their talent? Are they making a maximum impact within their organizations?
We commissioned Paradigm Sample, an online research company, to survey 300 creative professionals to help us answer these and other burning questions. And what we uncovered is a surprising disconnect that’s costing both brands and creatives.
Our research shows that while creatives are experiencing heavier workloads and higher expectations than ever before, they’re still spending a significant amount of time on low-value, repetitive tasks while many of the materials they create go unused. We explore these results in this guide, as well as examine what creative teams need to reach their full potential and elevate their business impact.