Marketers still struggle to convince their C-suite executives about the value of creativity, despite numerous research studies carried out over the past decade linking creativity to improvements in business performance, according to WARC, a global authority on marketing effectiveness.
A recent research revealed that 71 per cent of marketers agreed that their business was ambitious about delivering creative excellence, but only 37 per cent of them felt their business had the right capabilities to deliver ground-breaking ideas.
The study was based on analyses of a global survey of 300+ brand owners worldwide conducted in January-February 2024, findings of which were released in a new white pap
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