Brand Republic and Workfront surveyed marketing professionals in the United Kingdom to identify the inefficiencies that are undermining creativity on UK marketing teams:

  • 46 percent of marketers have three or more shifts in work priorities per week
  • Almost 20 percent of marketers use more than 10 spreadsheets on a weekly basis
  • More than 40 percent of marketers say set-up costs prevent them from improving their departments’ processes

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We categorise real work and fake work, and fake work is all of those interruptions or administrative tasks that don’t move the ball down the field.