Creativity focus for marketers aids industry growth

Markman OTW managing director Mark Batchelor has cited greater creativity as a necessity for advertising professionals hoping to maximise the potential of online channels.

The UK’s creative industries will grow at double the rate of the economy as a whole for at least the next five years, according to the Creative Clusters and Innovation report, released by the National Endowment for Science, Technology and the Arts in November.

The report outlined that creative industries grew by 5.2 percent in the decade up to 2007, compared with 2.9 percent in the economy overall.

Agreeing with its emphasis of the necessity of creativity, marketing agencies have welcomed the report, with Batchelor adding that “Anything that tries to capture the actual creative resources situated in the UK and unpacks them has got to be good news really.

“Agencies are being asked to come up with solutions to use these channels, and thre’s the chance that they have to revisit how they do things. That’s definitely positive.”