Marketing Creativity

Creativity via AI always an interest.  Certainly creativity can be augmented by AI.   But any augmentation has the ability to replace.

Agencies’ creative perspective, the very currency of the business, is at risk and can only be realized by shifting billions from tech to fund creative differentiation.  in Forrester

“The value of agency creativity is at risk of disappearing.”
The marketing industry is woefully out of balance, from agency/client relationships to new business requirements and compensation. The healthy tension of creativity that once balanced the needs of the brand with the needs of its customers; the commercial effectiveness of the work versus its cultural impact; and the needs of agency economics versus the client’s growth is all eroding. These are now one-sided issues. The tension is no longer healthy. Nowhere is this more evident than in agency economics. Agencies today barely grow at the current rate of inflation in the United States. Insourcing, margin compression, cost-cutting, new competitors, and tech priorities threaten the existence of agencies and undermine their value.

“Customer experience has stagnated.”
Strong evidence of creativity’s languish is already underway. Customer experience has stagnated. Forrester’s Customer Experience Index (CX Index™), a study of 100,000 consumers and 300 brands that has been run for more than a decade and acts as a barometer for CX performance, is flat for the fourth consecutive year. Most brands are stuck in the middle, struggling to improve over competitors. Zero brands are rated to have an excellent experience. Forrester determined that there are four types of CX performance — the Languishers, Lapsers, Locksteppers, and Laggards. No brand is performing well. Worse still, for every 1-point drop in CX Index score, companies lose 2% of their returns. It’s only a matter of time before companies’ growth is impacted..... "