What do we mean by Creative Capital? Quite simply: the extent to which the ecosystem is fine-tuned to deliver more Creative outcomes more frequently.
This isn’t something that can be wished into place – it’s a critical asset to growth, and has an impact on the whole marketing ecosystem, across an organisation’s people, processes, partners and platforms.
The Creative Capital Manifesto is a new report designed to help CMOs and senior marketers understand and cultivate ‘Creative Capital’ in their organisations – by engineering the right conditions across the marketing ecosystem to unlock greater Creativity on a sustained basis.
Our recent research amongst CMOs showed that despite 74% of businesses identifying creativity as being key to business growth, only 20% said their organisation was highly focused on engineering the right conditions for Creativity to flourish, and 33% said the subject was rarely or never debated.
The Creative Capital Manifesto aims to help organisations change this.
The Manifesto was launched at a round table/panel debate hosted by Creative Salon, consisting of a panel of industry-leading CMOs and marketers. Some of the key challenges they identified and explored included:
AAR’s new Ecosystem Audit takes advantage of our unique market insight and experience, and looks at specific aspects of your marketing ecosystem to assess the current state of your people, partners, processes and platforms – defining your relative ability to build Creative Capital, and identifying targeted ways to engineer this.
