IN-CREASING CLOUT: Research Shows In-House Creative Teams Growing in Size, Status

TORONTO, Oct. 9, 2012 /CNW/ - There's never been a better time for design and marketing professionals to consider going in house. A new research paper, 5 Trends Every In-House Designer Should Know, indicates that in-house teams will expand and exert more influence on creative efforts in the next three to five years. The report also sheds light on the inner workings of corporate design departments and highlights trends any creative professional can take advantage of in the coming years.

The research was co-developed by The Creative Group (TCG) and AIGA, the professional association for design. It is part of INitiative, a program developed to help in-house creatives make a greater impact at their companies, evolve professionally and connect with a broader network of peers. For the study, TCG and AIGA surveyed more than 400 AIGA members, all of whom work in-house, and conducted interviews with thought leaders with extensive corporate work experience. The research paper is available at www.creativegroup.com/ctf.

Key Findings:

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    -   Six in 10 (61 per cent) in-house creatives expect their company's
        budget for creative services to increase in the next three to five
        years; only 10 per cent anticipate budget declines. In addition,
        55 per cent of respondents predict the size of their team will grow
        over the same time period versus 6 per cent who think it will shrink.
    -   Sixty-one per cent of in-house creatives believe they'll have more
        influence on their company's business decisions in the next three to
        five years.
    -   More than half (52 per cent) of in-house professionals said the
        greatest challenge for their team is managing heavier workloads, and
        58 per cent of respondents expect to rely more on help from
        freelancers and agencies in the coming three to five years.
    -   While 29 per cent of in-house creatives expect to stay in their
        current role, half of respondents anticipate moving to another
        corporate job or agency, pursuing freelance work or leaving the
        industry entirely -- making retention a key priority for employers.
    >>

In-House Creative Teams on the Rise

Why are corporate creative and marketing careers gaining appeal? In part, design is enjoying a higher perceived value to business, and companies are placing greater emphasis on branding and creative execution. Organisations also recognise the unique value proposition in-house teams can provide: When asked to name the greatest single benefit of utilising these resources over external agencies, a majority (57 per cent) of respondents cited deep knowledge of the company's brand and product or service offerings.

Heavier Workloads Challenge Teams

As the number of corporate initiatives rises, particularly in the digital realm, in-house professionals say managing heavier workloads is their biggest challenge. Savvy employers understand when to call in reinforcements -- and this opens new opportunities for creative freelancers and agencies who seek to partner with corporate teams.

"Managers should always be looking for ways to keep their employees engaged and enthusiastic. This includes keeping a close eye on burnout potential and knowing who to call to quickly access freelance talent to help during busy times and keep creativity at its peak," said Donna Farrugia, executive director of The Creative Group. "Planning fun team-building activities may seem like a simple solution, but it can relieve stress and build employee camaraderie."

Strategy Translates to Greater Respect

While the in-house professionals surveyed predict they'll play a greater role in their company's business decisions, they still feel they're battling a lack of respect from internal clients. Corporate design leaders say that their teams must take responsibility for bridging that "respect gap."

"The value of the creative mind is being promoted in progressive business and strategy circles," said Richard Grefé, executive director of AIGA. "To become what they want to be, in-house creatives must steep their own work in an understanding -- and the vernacular -- of corporate strategy."

"To chart a positive in-house career path, creative professionals should focus not just on their work, but also on the results it generates and the value it brings to the company," added Farrugia. "Creatives should gather as much data as possible on the outcomes of major projects. Did a new packaging design result in higher sales, for example? Did a website refresh lead to more orders? Create a compelling story about how your team solves business problems -- and tell that story throughout the organisation."

Creative Teams Need Nurturing

As the economy strengthens, companies must make an effort to retain top performers or risk losing them. Half of in-house creatives surveyed anticipate changing jobs, whether to another firm or agency, or to pursue freelance work or a different industry. To avoid losing key players, employers must show them they are valued and create opportunities for continued growth.

"In addition to the perks and benefits a company can provide, offering various career paths for creative professionals can go a long way toward retaining top performers," said Farrugia. "Expose employees to different leaders of the company and encourage them to volunteer for cross-departmental projects to help broaden their skill sets and build their professional networks."

To download a complimentary copy of 5 Trends Every In-House Designer Should Know, watch interviews with thought leaders or learn more about the research project, please visit www.creativegroup.com/ctf.

About The Creative Group

The Creative Group (TCG) specialises in placing a range of highly skilled interactive, design, marketing, advertising and public relations professionals with a variety of firms on a project and full-time basis. More information, including online job-hunting services, candidate portfolios and TCG's award-winning career magazine, can be found at www.creativegroup.com.

About AIGA

AIGA is the professional association for design, a nonprofit organisation dedicated to advancing design as a professional craft, strategic tool and vital cultural force. Founded in 1914, AIGA today serves more than 22,000 members through 66 chapters and 200 student groups throughout the United States. AIGA stimulates thinking about design and empowers the success of designers at each stage of their careers. Learn more at aiga.org.

SOURCE: The Creative Group

Nadia Santoli, [phone], [email protected]