The Cost of Losing Creativity: A new report by Forrester
Forrester Principal Analyst Jay Pattisall considers a range of factors affecting the creative output of agencies, and looks to what must change for creativity to reign.
In this report, Pattisall theorises that a new creative era in the marketing and creative industries beckons only when we fund (and find) the balance between creativity and technology.
He draws on a range of data and evidence, from dwindling client relationships and stagnant customer experiences, to overfunding technology and underfunding creativity.
Creativity, he concludes, must be reinvented.
[p"Structurally, data, technology, media and creative should all come together and put creative problem-solving at the center"[/p]Report: https://www.canneslions.com/mediaonline/downloads/CL19_Forrester_Report
For further information, visit the Forrester website to download the full report.
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