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Business value Assessment The dissatisfaction Creativity in PR, a Global Study 2013

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Business value
Assessment
The dissatisfaction is not all
one-way traffic. Disturbingly, agencies report an
increase in clients that
either have no set process
for assessing creativity or
do not assess it at all (41
percent vs 37 percent last
year). Once again, agency
creativity is most often assessed as part of client satisfaction (36.4%).

www.ketchum.com
www.ketchum.com
www.ketchum.com

Agencies : Do clients
assess your creative
effort?

Yes

Yes, as
Somepart of times,
client but there
satis- is no set
faction process

17.6%
18.9%

No
6.5%
6.9%

Don’t
know
3.1%
4.8%

2012
2013

Co-creation between agency and
client will be the key driver for more
creativity in PR. There are communications experts sitting on both sides
– the agency and the client. A new
generation of clients won’t wait until
the creative agency team has baked
up an idea for presentation. They
want and should be part of the
ideation process to shape ideas from
the beginning.
Petra Sammer, Chief Creative Officer,
Ketchum Germany

29.9%

36.4%
41.6%

34.3%
9 | creativity.holmesreport.com

Veröffentlicht in: Business, Technologie
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