NO RISKY BUSINESS

Companies may need to take more chances when developing new advertising and marketing campaigns, a new survey suggests. Sixty-five percent of marketing executives and 45 percent of advertising executives said their firms don’t take enough creative risks with projects.

The national study was developed by The Creative Group, a specialized staffing service providing creative, advertising, marketing and web professionals on a project and full-time basis, and conducted by an independent research firm. It is based on 250 telephone interviews — 125 with advertising executives randomly selected from the nation’s 2,000 largest advertising agencies and 125 with senior marketing executives randomly selected from the nation’s 2,000 largest companies.

“Companies tend to become more risk-averse in an uncertain economy,” said Megan Slabinski, executive director of The Creative Group. “But when budgets are lean, it can be an opportune time for firms to try new or unproven promotional strategies and distinguish themselves from competitors.”

Slabinski noted that creative professionals’ power of persuasion plays a vital role in whether their firms take creative chances. “Good ideas perish when there’s no one to effectively champion them,” she said. “Strong communication skills and business knowledge are increasingly important attributes for today’s creative leaders.”

The Creative Group offers the following suggestions for building support for creative projects:

* Take your ego out of the equation. Before going to bat for an idea, carefully consider whether it’s a pet project that won’t have a significant impact on the business or an initiative that could genuinely move your company forward.
* Get granular. Minor errors, such as a typo in a presentation or e-mail, can quickly erode credibility. Double-check all information for accuracy before you present it.
* Talk the talk. When pitching ideas, use the same terminology that your audience does and avoid creative jargon people might not understand.
* Step in their shoes. Similarly, try to view things from your audience’s perspective. Understanding the challenges decision makers face and the pressures they are under will help you present the most relevant information.
* Give evidence. If possible, provide specific examples of firms that have achieved success using strategies similar to the one you’re presenting.

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For more information at http://www.creativegroup.com