SYDNEY & NEW YORK–(BUSINESS WIRE)–Canva, the world’s only all-in-one visual communication platform, and MMA Global, the leading global trade association for marketers, today released joint research on the value of creative output, tech stack saturation and navigating talent wars.
Canva and the MMA surveyed nearly 100 CMOs and senior marketers in decision-making roles from the U.S. and the U.K, and found that in today’s hyper competitive brand world, more than three-quarters (77%) believe creative output — encompassing all elements of campaigns and content — is more crucial now than ever before, with 69% saying that creative is a top marketing priority in their organization.
The survey revealed a variety of external forces fueling creativity in new ways, and a number of obstacles blocking marketers from unlocking full creative potential. Top findings include:
Creative Output is the New Gold Standard
Marketing leaders are placing increasing value on creative, and there’s expectation this trend will continue.
But Creative Investment is Falling Short of Proven Worth
Despite the increasing value placed on creative, there is a significant gap in investment.
The Creative Process Has Increased in Complexity
Today’s ecosystem of creative tools is bringing plenty of improvements, but not without new challenges.
Keeping Pace with Technological Advances is a Struggle
Marketing leaders are mostly confident in their creative output when compared to competitors, but there are areas where they feel outpaced.
In-House Model Gains in Appeal
The landscape of creative management is shifting with more work being brought in-house vs. outsourced to agencies. In-sourcing is mostly seen as a superior process for teams, but outsourcing is used when there is a need to collaborate on high impact creative output.
Pool for Top Creative Talent Is Shrinking
There’s concern about a diminishing pool of strong creative talent, underscoring the challenge of securing, managing and retaining talent in a competitive market.
“Producing stellar creative output while optimizing for resource efficiency is a massive challenge for every modern marketer today. How brands show up has gotten more competitive, there is a lot of tech to wade through, and the talent pool is narrowing,” said Canva CMO Zach Kitschke. “We’re delighted to work with the MMA team to identify the pain points and opportunities that marketers are facing today, in order to shed light on top-of-mind issues to inform their decision making.”
“While the last few years might seem solely focused on perfecting data, audience development, and targeting to drive outcomes, marketers are also recognizing the need to focus on a second creative revolution,” said MMA Global CEO Greg Stuart. “Marketers face a pivotal moment where embracing AI and the challenge of managing the Brand via what can be thousands of executions will redefine creativity’s role and brand communication, demanding a new and updated focus to managing the creative process.”
Access “The State of Creative Process in Marketing” here.
About Canva
Launched in 2013, Canva is a free online visual communications and collaboration platform with a mission to empower everyone in the world to design. Featuring a simple drag-and-drop user interface and a vast range of templates ranging from presentations, documents, websites, social media graphics, posters, apparel to videos, plus a huge library of fonts, stock photography, illustrations, video footage, and audio clips, anyone can take an idea and create something beautiful.
Canva offers a variety of tools purpose-built for marketers. In recent years, Canva has introduced a number of products and services to help marketers and creatives unlock new levels of creativity, collaborate more effectively, and scale content creation. This includes Canva Teams, the newly introduced Canva Enterprise offering, Brand Kit, and Marketing Work Kits.
About MMA Global
MMA Global is a non-profit trade association dedicated to Architecting the Future of Marketing while Relentlessly Delivering Growth Today. Our Prime Audience is Pioneering Chief Marketers; our Purpose is to enable marketers to drive innovation and enduring business value in an increasingly dynamic and ultra-connected world. The MMA has 800+ corporate members in over three dozen countries and is a truly global organization with offices in 14 countries throughout APAC, EMEA, LATAM, and North America. While the MMA is run and controlled by Marketers, it is the only Marketing-oriented trade body to include all aspects of the ecosystem: Media Companies, Enabling MarTech & AdTech, Platforms, Consultancies, and Agencies. This gives us the perspective to tackle industry issues comprehensively.
Methodology
The study used an online questionnaire. Fieldwork was conducted in May 2024, among large marketers (72% have revenues over $1BN), across a variety of sectors. Respondents were senior marketers (C-Level 32%, EVP/SVP/VP 35%, Other senior 32%).
Contacts
Press contacts
Chris Hew for Canva
chew@canva.com
Mission North for Canva
canva@missionnorth.com
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