In-house creative teams have been growing in size and increasingly focusing on strategy, according to recent research from Lytho.
The report was based on data from a survey of 86 people, 89% of whom work as in-house creatives or in-house creative managers.
Some 38% of respondents say their in-house creative team size has grown over the past 12 months. This compares with 16% who say their team size has shrunk.
In-house creatives say the top areas in which their team has increased its capabilities over the past 12 months are creative strategy (26% cite) and marketing/comms strategy (22%).
Some 38% of respondents expect the size of their in-house creative team to increase over the next 12 months whereas only 1% expect it to shrink.
Creative strategy is the team capability that respondents expect to see greatest growth in over the next 12 months.
Respondents say the biggest process improvements they have made over the past 12 months are improving project kick-off meetings (35% cite) and setting up project templates in their workflow systems (35%).
The top expected process improvement in the next 12 months is to establish/improve creative briefs (27% of respondents cite).
About the research: The report was based on data from a survey of 86 people, 89% of whom work as in-house creatives or in-house creative managers.
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