How is the creative services market doing?
BackThe RACA Creative Agencies Committee has released the results of the fourth wave of the Creative Health Tracking survey. A total of 105 advertisers participated in the survey. Here’s what was found.
Creative spending is declining, but not across the board. The opposite trend is evident among companies with marketing budgets ranging from 1 to 2 billion rubles. While a year earlier only 41% of them spent 25 million rubles or more on creative, the share of such advertisers has now risen to 65%. The same trend is evident among players with budgets of 2 billion or more: 80% of them (compared to 63% in the previous survey) spent more than 50 million rubles on creative.
The share of in-house creative work has increased. This was particularly evident in the design of advertising materials (71% versus 58% a year earlier) and the concepts for tactical advertising campaigns (48% versus 33%). However, advertisers also actively commissioned the latter from agencies (72% versus 60%). Interest in non-standard activities — special projects, which are also outsourced — has grown. However, demand for agency supervision of advertising material production has fallen to the level seen two years ago.
On a positive note regarding pitches: the share of those who conduct them exclusively on a pro bono basis is slowly but surely declining (from 48% to 42% over three years). One in seven advertisers consistently pays for work completed as part of a tender. Twenty-eight percent of respondents prefer to work without pitches —two years ago, only 16% of companies did so.