Are businesses underinvesting in creative?
On March 13, 2018 InSource and inMotionNow released the 2018 In-House Creative Management Report, which compiled survey results from over 400 marketers and creatives, as well as insights from industry thought leaders.
The report distills the survey results into 5 key findings. The second key finding of the report is that the vast majority of creative work is produced by small, in-house teams. They survey found that even at organizations up to $500 million in revenue, most creative teams were made up of 9 or fewer members. Overall, 72% of all creatives work in small teams with fewer than 9 members. Additionally, the survey found that even on small teams, creatives serve large numbers of stakeholders. 85% serve 10 or more internal stakeholders, 60% serve 20 or more, and 38% serve a staggering 50 or more!
This gap between the average size of creative teams and the number of stakeholders they serve begs the question, are businesses underinvesting in creative?
Brian Bisio, Senior Graphic Design Director at the San Francisco Giants agrees that yes, businesses do generally underinvest in creative, mostly because creative is an afterthought for many executives, and it can be tempting for the business to see a designer just as “someone who knows photoshop”.
Bisio went on to describe how creatives can build a case for more investment in creative by the business:
“The key for creatives seeking to convince their business partners to invest more is to show them the difference that investment will make. You might only get two mockups to choose form rather than six or seven, for example, or the impact on sales as a result of the difference between designs in single color and full color will make.”