The advent of a “Creativity Economy” underscores the increasingly vital role of marketing and communications according to a new survey released today by global public relations firm Weber Shandwick and KRC Research. For purposes of the survey, the Creativity Economy1 is defined as an economy based on ideas and innovation rather than knowledge and education.
The Changing Face of Marketing and Communications in Today's Creativity Economy found that marketing and communications are being widely embraced by C-level and senior executives as leading drivers of top-line growth. In fact, a large 86 percent of executives report that marketing and communications have become more important to company success over the past two years.
“The rise of the Creativity Economy is fundamentally changing how companies need to think about business and more important, forcing them to reevaluate how they reach their key audiences,” says Billee Howard, Weber Shandwick's executive vice president and managing director of the Global Strategic Media Group.
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