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Anup Oommen
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Marketers still struggle to convince C-suites about value of creativity: report

Anup Oommen
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"Marketers largely lack belief in their ability to deliver creative excellence, despite a strong desire to do so. To build belief in their creative capabilities, brands need to develop a culture of creative effectiveness," WARC's Aditya Kishore said.

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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Tags:ABE FrameworkAditya KishorealignANAAssociation of National AdvertisersBob Liodicebrandsbuildcreative effectivenessCreative excellencecreative impactcreativityembedLionsMarketersWARC
the authorAnup Oommen
Anup Oommen is the Editor of Campaign Middle East at Motivate Media Group, a well-reputed moderator, and a multiple award-winning journalist with more than 15 years of experience at some of the most reputable and credible global news organisations, including Reuters, CNN, and Motivate Media Group. As the Editor of Campaign Middle East, Anup heads market-leading coverage of advertising, media, marketing, PR, events and experiential, digital, the wider creative industries, and more, through the brand’s digital, print, events, directories, podcast and video verticals. As such he’s a key stakeholder in the Campaign Global brand, the world’s leading authority for the advertising, marketing and media industries, which was first published in the UK in 1968.
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