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    September-2016
 
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Creative Clout Is Seen on the Rise

The economy may be down, but the influence of marketing departments is up, a survey indicates.

Although the recession has hit many marketing departments hard, 61% of marketing and advertising executives interviewed in the survey said marketing teams have greater influence on business decisions than they did three years ago. This compares with 23% who said they believe marketing professionals hold less sway.

In the Creative Group survey, avertising and marketing executives were asked, “Do you believe the influence a company’s marketing professionals have on business decisions has increased or decreased in the last three years?” Their responses:

Increased significantly.............18%
Increased somewhat...............43%
No change.............................15%
Decreased somewhat...............20%
Decreased significantly..............3%
Don’t know ..............................1%
                                                                                                     
“Companies increasingly recognize the value that marketing and creative teams can provide in terms of finding innovative solutions to business problems,” said Megan Slabinski, executive director of the Creative Group. “In the current economy, especially, many businesses must reinvent themselves, and marketers can play an instrumental role in helping their firms identify and fill emerging needs.”

Slabinski added that social-media programs, which are often overseen by marketing and communications professionals, may increase the pull these staff members have in an organization. “Many marketers are interacting directly with customers and clients through Twitter, Facebook and other social media, which gives them immediate, firsthand knowledge of how the firm’s products and services are perceived and can be improved upon.”

The national study was developed by the Creative Group, a specialized staffing service providing creative, advertising, marketing and web professionals on a project and full-time basis, and conducted by an independent research firm. It is based on 250 telephone interviews - 125 with advertising executives randomly selected from the nation’s 2,000 largest advertising agencies and 125 with senior marketing executives randomly selected from the nation’s 2,000 largest companies.


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