Changing attitudes to creativity and risk

It’s not just the marketers who are feeling brave. The pandemic has changed employers’ attitudes to creativity too.

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Q1.

Would you say that creativity in marketing is more or less valued in your organisation compared to a year ago (answers for net more)?

Q2.

Does your organisation tend to support or oppose risk taking or being brave and differentiated in its go to market approach (answers for net support)?

Enterprise / SME comparison
UK / US comparison

Q3.

Has your organisation’s tendency to support risk taking or differentiation increased at all during the pandemic?

Enterprise / SME comparison
UK / US comparison

Q4.

How proud would you say you are of your organisation’s brand and marketing communications (answers for net proud)?

Expert view

“We seem to be taking chances more – be it a new medium, new paid media strategies or tools for user feedback.”

Jess Ellis
Senior Director of Brand Marketing, Khoros

Why be creative now?

Creativity is always valued, but even more so during a time where we are operating remotely from each other and our customers. We seem to be taking chances more, be it going after a new medium like a podcast, putting dollars into new paid media strategies or adopting tools for testing and user feedback – which hopefully will allow us more data to lean on with the creative and content choices we have made.

Pick another chapter

Did COVID make tech marketing braver?

Changing attitudes to creativity and risk

Does martech limit creativity?

How the pandemic changed engagement

Tech marketers have switched priorities

New channels for a new normal

Which channels are working now?

What marketers want from an agency

Key lessons and takeaways

Conducted in February 2021 by Opinium, Perspective 2021 is a survey of over 200 senior marketers in medium to large tech companies in US and UK.

Analysis

Changing attitudes to creativity and risk

Appetite for invention: creative marketers are backed by their employers. It’s not just the marketers who are feeling brave. Our respondents told us their bosses are backing creativity too.

You might think that appetite for risk would have been dimmed in the last year. When everything’s uncertain, you batten down the hatches and play it safe, right?

Wrong. In fact, two thirds of marketers told us their organisation values creativity in marketing more now than it did a year ago. The same proportion said their employer supports risk-taking and being brave in its go-to-market approach.

And once again, the bigger the company, the greater the appetite for creativity. Among large enterprises, support for risk-taking in marketing rose to 83%. And they were twice as likely to have pivoted their approach due to the pandemic.

Back to results

2/3

Two thirds say their organisation values creativity more now than a year ago.

75%

are proud of their organisation’s brand and marketing communications.

Large companies are twice as likely to have changed their approach due to COVID.