Creativity an Influential Force in PR Going Forward


Creativity an Influential Force in Business: The C-Factors Survey, fielded by Allison+Partners and polling leading CEOs, CMOs and other senior executives, finds creativity as one of the most influential forces driving today’s global economy, with 96% of respondents citing it as among the top elements they are looking to harness to advance their business in the years ahead. This is an 18% increase from 2011.

Key findings from respondents include:

  • 100% see building winning experiences as vital to business success, saying a holistic approach to communication with limited silos between marketing, advertising and PR will also occur;

  • 85% think we have entered the “engagement” economy, with 96% affirming that creativity is critical to economic success today;

  • 86% view their organizations as having become more creative within the last two years, with 81% seeing this trend continuing; and

  • 94% of CEOs and CIOs, and 92% of CMOs will place an increasing emphasis on creatively inspired communications in the years ahead.

Source: Allison+Partners

Follow Scott Van Camp: @svancamp01





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About Scott Van Camp

Scott Van Camp is editor of PR News, an executive-level, reader-supported publication that helps enhance the business impact of PR. Scott has a rich background in both journalism and PR/marketing. He has more than 15 years of experience as a writer/editor at various consumer and trade publications. Scott was with VNU Business Publications for five years, including stints as managing editor at IQ News and Technology Marketing magazines and senior editor at Brandweek. In the PR/marketing sphere, he has served as corporate communications manager at MarketBridge, a marketing and sales consultancy, and as editorial director for the Chief Marketing Officer (CMO) Council. While at the Council, Scott led several high-profile marketing research projects. He has also operated his own communications and media consulting firm, SVC Communications.



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