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December 2007

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LONGING FOR 'THE GOOD OLD DAYS'
A story of disruptive technology and disinformation

Creative Work More Demanding, Say Most Advertising and Marketing Execs

Achieving a successful creative career is more complicated than in years past, a new survey suggests. Eighty-five percent of advertising and marketing executives polled said their profession is more demanding now than it was 10 years ago. When asked to describe their greatest professional challenges, almost one in three (32 percent) cited balancing work and family obligations. Staying current on industry trends and technologies was the second most popular response, provided by 28 percent of those polled.

The survey was developed by The Creative Group, a specialized staffing service providing marketing, advertising, creative and web professionals on a project basis. It was conducted by an independent research firm and includes 250 telephone interviews -- 125 with advertising executives with the nation's 2,000 largest advertising agencies and 125 with senior marketing executives with the nation's 2,000 largest companies.

Advertising and marketing executives were asked, “Do you think a career in advertising or marketing is more or less demanding compared to 10 years ago?” Their responses:

Much more demanding....................... 53%
Somewhat more demanding.............. 32%
Neither more nor less demanding ..... 10%
Somewhat less demanding...................... 2%
Much less demanding.............................. 2%
Don't know................................................ 1%
100%

Advertising and marketing executives also were asked, “What would you say is your greatest career challenge?” Their responses:

Balancing work and personal obligations……………. 32%
Staying current on industry trends or technologies 28%
Keeping motivated/inspired on the job……………… 16%
Measuring the success of your team……………………15%
Don't know/other………………………………………… 9%
100%

“The media environment has become more fragmented, and advertising and marketing executives must be able to use a broader array of tools - from social media to branded entertainment - to reach target audiences,” said Dave Willmer, executive director of The Creative Group. “This is an industry with a constant learning curve, and staying relevant means being adaptable.”

Willmer added that technology may contribute to the challenge many face when balancing personal and professional obligations. “There's a greater expectation that people will be accessible around the clock,” he said. “While it's useful to be able to check in from just about anywhere using cell phones and PDAs, these devices can make it difficult to disconnect and unwind.”




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