Exploring the Future of Creative Operations in the Advertising Agency World
Despite the numerous challenges confronting advertising agencies, there’s an air of optimism permeating the industry. Creativity serves as the bedrock of these agencies, and it’s poised for an evolution that will keep them at the forefront of their field. This article will delve into the world of creative operations within advertising agencies, drawing insights from the 2023 Creative Operation Report by Screendragon.
Three pivotal facets shape the landscape for creative professionals today: Workplace of Choice, Workload, and Technology.
Workplace of Choice
Let’s begin by examining the current work settings for creative talents. The pandemic compelled creatives to embrace remote work. However, the landscape has shifted, with only 24% of creatives opting for fully remote work. The shift has brought creatives physically back together in some fashion. 64% have transitioned into hybrid work models, toggling between their homes and designated hubs on a weekly basis. Remarkably, this shift hasn’t dampened collaboration; in fact, many companies now entrust their creative teams with flexible schedules that best support their productivity.
Workload
Amidst the pandemic and discussions of an impending recession, downsizing was a noticeable trend. However, this trend has been reversed, owing to a surge in workload. A staggering 78% of creatives witnessed an upswing in their workload in 2023. Consequently, 58% of them feel their teams are understaffed. Last year, 55% of creative teams sought additional resources, primarily in the form of freelance talent. Freelancers are now comfortably integrated into creative teams, though offshore resources have yet to be fully embraced, with only 6% of creative teams incorporating offshore talent in 2022. In response to the mounting workload, 60% of creative teams are contemplating expansion in 2023.
Technology
The creative world has rapidly embraced Artificial Intelligence (AI) as an integral part of their toolkit. The proliferation of AI-driven solutions, such as ChatGBT and AI generative imagery, has compelled creatives to explore AI tools to alleviate their burgeoning workloads. In 2023, over 11,000 vendors offered AI solutions. A notable 45% of creatives intend to leverage AI-powered creative tools in 2023. Here are the AI tools that creatives are keen to employ to augment their resources:
- 10% AI Resource Management
- 21% AI Chatbot
- 23% AI Generative Imagery
- 28% AI Copywriter
- 18% Dynamic Creative Optimization (DCO)
Despite the surge in AI adoption, 42% of creatives express disappointment with their existing tech stacks. Less than half are on the lookout for new technology to enhance time tracking, financial software, and proofing processes, signaling a continued drive for innovation and efficiency in the dynamic world of advertising agencies.
In conclusion, the creative landscape within advertising agencies is undergoing a transformative journey. While facing challenges and adapting to the ever-changing world, the industry remains optimistic.
As creatives strike a balance between remote and hybrid work models, collaboration continues to thrive. The rise in workload has prompted agencies to consider expansion and the integration of freelance talent. Furthermore, the advent of AI tools, with a wide array of options, offers a promising solution to alleviate the creative burden.
In this era of constant evolution, advertising agencies are poised to harness the power of creativity and technology, ensuring they remain at the forefront of the industry’s ever-changing landscape.
