• Nearly 70% believe creative will become more important in the next year

• More than 36% believe they are under investing in creative talent

• 30% recently moved work in-house, and 31% expect to do so in the next year

Canva and MMA Global have partnered to unveil insights from a comprehensive study on the evolving landscape of creative in marketing. This research highlights the critical role of creative output, technological advancements, and the shifting dynamics in talent acquisition and management.

1. Importance of Creative Output

• Current Trends: 77% of CMOs emphasize the increasing significance of creative in brand strategy.
• Top Priority: 69% prioritize creative as a top marketing agenda item.

2. Investment Gap in Creative

• Investment Levels: 55% allocate 10-25% of marketing budgets to creative, with 41% feeling underinvested in creative tools.
• Perceived Value: Despite challenges, 72% believe creative adds substantial value to customer experiences.

3. Challenges in Creative Process

• Complexity Increase: Managing resources, maintaining output consistency, and navigating diverse tools pose growing challenges.
• Technological Impact: Tools like collaboration platforms and generative AI enhance efficiency and creative quality.

4. Technological Advancements

• Competitive Landscape: 34% rate their creative output higher than competitors, but 45% struggle with optimizing speed and flexibility.
• Tool Effectiveness: Positive impacts noted from collaboration platforms and AI tools in enhancing productivity.

5. Shift to In-House Creative

• Trend Towards In-Sourcing: 30% increased in-house work in the past year, driven by cost advantages and strategic control.
• Outsourcing Dynamics: 48% manage creative strategy internally, yet 23% prefer outsourcing for high-impact projects.

6. Talent Management Challenges

• Talent Availability: 47% perceive a shrinking pool of skilled creative talent.
• Satisfaction Levels: Mixed sentiments on in-house vs. outsourced talent quality and resource management.

7. Insights from Industry Leaders

• Zach Kitschke, Canva CMO: Highlights challenges in balancing creative excellence with resource efficiency.
• Greg Stuart, MMA Global CEO: Emphasizes the dual focus on data and creative revolution reshaping brand communications.

The Canva and MMA Global study underscores the evolving nature of creative in modern marketing, where strategic investments in technology and talent management play pivotal roles. As brands navigate competitive landscapes and embrace AI-driven creativity, informed decision-making becomes crucial for sustainable growth and brand differentiation.