The New Creatives Report, a U.S. survey of more than 1,000 creative professionals and 500 students in creative disciplines, found that 77 per cent of creatives believe change within the industry is happening rapidly, with two-thirds expecting their role will be significantly different within three years.

Additionally, 87 percent of those who create mobile content believe doing so has had a positive impact on their work. “Creatives are going mobile, and this means a sea change for the creative process,” said David Wadhwani, senior vice president and general manager, Digital Media Business Unit at Adobe.

While a third (36 percent) say they rely on pen and paper for brainstorming, 42 per cent say they use mobile to create content anywhere. Not to mention, 80 percent respondents believe they must learn new tools and techniques and three quarters say that creatives must now work across multiple mediums and disciplines.

According to Wadhwani, "Three in four creatives say that mobile is transforming the face of creativity and design. Nearly triple the number of creatives say they want to use a tablet for idea generation than those who are doing it today. It’s exciting to see that it isn’t only the opportunity to create content for mobile, but also the act of being mobile that these professionals are embracing.”

Check out the full New Creatives Report below:

Are you interested in discovering new shopper segments, retaining shopper loyalty, delivering strategic marketing and selling strategies, become the go-to person/team member for creating a seamless physical journey to purchase? Or using POP to triple basket size? What about the ever-evolving role of the shopper researcher?

What about Commerce Everywhere, the Data Slaves Revolution, the Shift from Transactional to Interactional, the Passion Economy, the Phygical: Seamless Blending of Physical and Digital Worlds, Big Data & Super Analytics, the Intersection of Big Data & Leadership, Monetizing Millennials, Innovation at the Shelf I From Insights to Actions, the Future of Retail: Defining its Pure Purpose, Selling Like Amazon, Storytelling & Actionable Research Delivery, Going from Conceptualization to Design to Implementation, Ways to Implement Behavior Design into Shopper Marketing, Why All Categories are not Created Equal, In-the-Moment Research...

 Does your expertise or professional interests fall under any of these categories?
  • Digital Marketing
  • Market Research
  • Shopper Analytics
  • Merchandising
  • Shopper Marketing
  • Category Management
  • Shopper Insights
  • Consumer Insights
If you answered yes to any of the above, then we definitely think you should be at the Shopper Insights in Action 2014 event and we recommend you download the brochure to view the entire 2014 program with all the details to see why you can't miss it.


Tweet to WIN:

We're offering some lucky winners a chance to win a free pass to the event this year as well as signed copies of Reputation Economics: Why Who You Know Is Worth More Than What You Have by Joshua Klein, and Fifty2: The My Private Brand Project: Redefining Traditional Private Labels as Consumer-Focused Brands. by Christopher Durham and Teri Campbell.

You can enter to win by tweeting about the event, just go here first to get all the details about entering.

 Official Guest Bloggers Wanted

Shopper Insights in Action unites more than 650 manufacturers and retailers over 3 days, with 6 concurrent tracks and over 85 speakers. There's quite a lot of information, collective knowledge, experiences, case studies and overarching themes on activating basket growth to capture so we're recruiting a few folks to help us recap the entire event online and in real-time.

 If you're interested in being considered as a guest blogger at Shopper Insights in Action in exchange for a free, full access 3-day pass (travel/hotel expenses are not included), please email with writing samples, links, social networking profiles, qualifications and a statement of interest. MBA and graduate students are encouraged to apply.

Other ways to get involved

If you would like to sponsor the event, please submit your information here.

If you would like to become an media partner, please submit your information here.

See ya' in Chicago!

Formerly a senior copy editor at Thomson Reuters, a research editor at AOL,  and a senior web publicist at Hachette Book Group, Valerie M. Russo is editor at large of The Front End of Innovation BlogThe Market Research Event BlogWorld Future Trends.tumblr, the Digital Impact Blog, and founded Literanista. She is the innovation lead and senior social media strategist for the Marketing and Business Strategy Division of the Institute for International Research, an Informa LLC., and her poetry was published in Regrets Only, on sale at the MOMA Gift Shop. Her background is in Anthropology and English Literature. You can reach her at or @Literanista.
Did you know your business won’t succeed without an effective brand strategy? Brand strategy is the how, what, when, and to whom you communicate your product to the world. Having a clear brand strategy leads to stronger brand equity, or how people perceive your product, and how much they are willing to pay for it.

According to HubSpot, here are six components of a comprehensive brand strategy to help keep your company around for a while.

Business Model Alignment. Your brand is not your product, your logo, or your website. It’s actually what your customers perceive about you and how you make them feel. Figure out what your company does best beyond what you sell, and make it a part of your brand strategy. This goes beyond your product itself -- it's about selling the problem you are solving. 

Consistency. Make sure your key brand attributes are clear throughout all of your communications. If you add a new photo to Facebook what does it mean for your company? If it doesn’t tie back to your brand's message, you will have trouble differentiating yourself from competitors. To reinforce the message, in your company meetings, encourage the feelings you want your brand to evoke in customers as well as your employees.

Emotional Connection. Customers can either think rationally about your product, or they can think emotionally about it. Find a way to connect to your customers on a deeper level. Connect with your customers on this point before and after a sale. For example, answer their questions and concerns on social media - a little goes a long way.

Rewards. If you already have people that love your company and your brand, don’t just sit there - reward them. These customers have gone out their way to write about you, to tell their friends about you, and to act as your brand ambassadors. Cultivating loyalty from these people early on will yield more returning customers.. Sometimes, just a thank you is all that's needed, but great brands also tend to give more than that. Showing how happy your current customers are with your product certainly helps your sales organization, too, because it shows the positive result of becoming a customer.

Measurement. Watch your return on investment as you implement new campaigns to strengthen your brand. If your brand isn’t resonating with enough people through the campaign, you have not given them a good enough reason to love you. At the start of each new campaign, check your marketing analytics for branded and organic search. If it goes up when you launch your campaign, it means people are hearing about your campaign and becoming interested in your brand.

Flexibilty. In this fast-changing world, marketers must be flexible to stay relevant. If you old tactics aren’t working anymore, don’t be afraid to change them just because it worked in the past and take the opportunity to engage your followers in fresh ways.
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