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The Cost of Losing Creativity: A new report by Forrester

Forrester Principal Analyst Jay Pattisall considers a range of factors affecting the creative output of agencies, and looks to what must change for creativity to reign.


In this report, Pattisall theorises that a new creative era in the marketing and creative industries beckons only when we fund (and find) the balance between creativity and technology.

He draws on a range of data and evidence, from dwindling client relationships and stagnant customer experiences, to overfunding technology and underfunding creativity.

Creativity, he concludes, must be reinvented. 

“Structurally, data, technology, media and creative should all come together and put creative problem-solving at the center.”


For further information, visit the Forrester website to download the full report.

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