Costs Driving Creative Reviews

Marketers say they’re increasingly focused on efficiencies but deny creativity is taking a hit, poll shows

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As if there weren’t enough Orwellian examples of creative advertising reviews sans creative, along comes the global HSBC contest and a new poll that finds marketers increasingly are focusing on cost and efficiencies when reviewing their accounts.

RSW/US polled 101 marketing leaders at companies like Reckitt Benckiser and Volkswagen and 168 executives at agencies such as DDB and JWT, asking if factors like operations, resources and price are becoming more important in reviews.

Eighty-three percent of the marketers and half of the agencies said yes, and nearly a third of the agencies said they think marketers are overemphasizing non-creative factors in reviews.

Yet, when asked if this heightened focus on operational concerns undercut creativity, 77 percent of the marketers said no.

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