Among marketing executives, only 33% said they take the "right" amount of risks, and a mere 1% said they take too many risks. Nearly two-thirds believe their firm either doesn't take enough risks or plays it much too safe when developing creative work for clients.
Marketing Exec Rating of Own Firm's Creative Risk Taking | |
Risk | % of Respondents |
About right | 33% |
Some, but not enough | 44 |
Too safe | 21 |
Don't know | 1 |
Too much risk | 1 |
Source: The Creative Group, September 2008 |
Ad executives are more satisfied with number of risks their firm takes. While 6% believe their firm takes too many risks, 48% believe their firm is taking the right amount and 45% think they either don't take enough risks or play it too safe.
AD Exec Rating of Own Firm's Creative Risk Taking | |
Risk | % of Respondents |
About right | 48% |
Some, but not enough | 38 |
Too safe | 7 |
Don't know | 1 |
Too much risk | 6 |
Source: The Creative Group, September 2008 |
Megan Slabinski, executive director of The Creative Group, opines "... when budgets are lean, it can be an opportune time for firms to try new or unproven promotional strategies and distinguish themselves from competitors."
The Creative Group findings, coupled with experience, leads the firm to suggest the following:
For more information from Creative Group please visit here.