Marketing efforts are useless without creativity, and yet marketing processes are often so riddled with inefficiencies that creativity becomes an afterthought.
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.