Marketing depends on small creative teams that are increasingly being asked to do more work, in greater variety and at a faster pace than ever before.
That’s according to findings from the “2018 In-House Creative Management Report.” The report is based on a survey of more than 400 creatives and marketers. It was conducted by InSource, a nonprofit professional association dedicated to in-house creatives, to better understand how creative work gets done.
In recent years, quality creative seems to have taken a back seat to marketing and advertising technology, but the fact remains that good creative is still a linchpin in successful marketing campaigns. Creative is the fuel on which marketing automation runs, and it is an essential element of differentiation.