In the age of lockdown, brands are being forced to think differently about how they foster creativity. Rather than getting the whole team in a room, sitting around a whiteboard and waiting for ideas to flow, marketers are having to get creative at their kitchen tables.
The current situation is a source of concern for some. Creative collaboration will suffer if teams cannot share the same space during the coronavirus crisis, say 68% of senior marketers responding to an exclusive survey of 887 UK brand marketers conducted by Marketing Week and its sister title Econsultancy.
CMO at online mortgage broker Habito, Abba Newbery, can appreciate why marketers may fear creativity will suffer during the lockdown. As many marketers identify as extroverts, who are most comfortable discussing ideas in person, Newbery understands why 68% of senior marketers might feel concerned.
“Human interaction for a lot of marketers is the lifeblood of how you get good ideas and extract information,” she points out.