Adweek Branded & Frontify – Report Adweek Creativity, 2023

The Adweek Branded & Frontify report titled "Adweek Creativity, 2023" discusses the growing conflict between various priorities within marketing campaigns. Due to budget constraints and the need for immediate results, there has been a shift away from long-term brand equity and values, resulting in a decrease in focus on creative efforts. Marketers are also facing challenges in managing new channels, customer behaviors, and competition, making it harder for brands to stand out. While creativity is still seen as valuable in capturing audience attention and driving success, there is a lack of consensus on its role in marketing. The report aims to provide insights into the future of creativity in marketing by surveying over 200 creative marketing leaders at brands and agencies, revealing conflicting opinions that could potentially strain the brand-agency relationship.