Deep Dive: Prioritizing creativity throughout your organization

Part three of a three-part Deloitte Deep Dive series.

Global marketing leaders share additional thoughts on how creativity can foster growth.

For many marketers, their success over the past year has been dependent on how their brands planned for and reacted to uncertainty. In Deloitte’s 2023 Global Marketing Trends report, we explored specifically how they managed to create new levers for organizational growth amid such economic and market instability. But how are these initiatives paying dividends while laying the groundwork for the future?

In conversations with marketing leaders across global organizations, they offer additional insights into those successes—and struggles—as they endeavor to steer their organizations through a continually shifting landscape. This is part three of a three-part Deloitte Deep Dive series.

Prioritizing Creativity 

The shift to data and analytics as the most coveted tools in a marketer’s skillset has created an opening for outside-the-box thinkers.

In fact, if there’s one thing high-growth brands in our survey have in common, it’s that their marketing teams have emphasized using creativity as solution for market obstacles. Of the CMOs surveyed who work at high-growth companies (Defined as annual revenuegrowth of 10% or more), 89% agree that their long-term success depends on their ability to foster creativity. What strategies do brands who are looking to foster creativity use?

It may mean exploring new ways to interpret your brand message…

Michael Falkensteiner, Director Brand & Marketing Communications, Telefónica Germany

“We figured out a way to make our invisible network visible for the very first time in a very spectacular stunt using technology and long-term exposure photography. And the result was just outstanding. We made it possible to achieve 28% improvement in our network perception compared with the previous year—a fantastic frog leap.”

Francesco Lagutaine, Chief Marketing and Communications Officer, M&T Bank

“There’s symbolic value of the ampersand that brings with it all the positives of that connection and inclusion. And given that our brand is fundamentally about that, we’re using a line now that says, ‘Together, we can,’ which speaks to this notion of the collective as more powerful than the individual and always talking about the bank as an ingredient to people and communities and businesses’ success. It really gives integrity to that affiliation with the ampersand. And it’s such a positive symbol that we started using it in a much bolder way: We have two significant NFL sponsorships, and we have these 10-foot-tall ampersands that we put outside stadiums and people will come and take pictures with them. We use it much more boldly because people love the meaning of the symbol.”

Or highlighting how marketing can bring creativity to other parts of the organization…

Lagutaine, M&T Bank

“I want marketing to become a significant contributor to the success of the organization. And that means that it’s not about what marketing does in marketing, but it’s how what we do in marketing influences the organization’s direction or business success. And so, we didn’t create the brand—the brand has been created through 164 years of behavior of the organization. We’re just distilling and amplifying the stories of who we are when we’re at our best.”

Lori Gustafson, Chief Brand and Digital Officer, Marriott Vacations Worldwide

“We absolutely use consumer insights, behavioral insights, social insights, and web insights—really an omnichannel perspective—to inform what we do next. Then I think having your analytics and creative teams working together while living and breathing the brand experience will continue to be a trend that’s going to drive better outcomes, better storytelling, and I’d say more meaningful content creation. It’s absolutely a priority for us to have those teams sitting side by side within our organization.”

And employing new strategies to reach customers and refine relationships along your supply chain…

Uriel Frank, Head of Marketing, Doetsch Grether

“If you start strongly involved in social media, it’s always good to work with influencers. They do not have to be so well known, they just have to be credible and relevant. It’s just how well can an influencer help us to create the story about our brand.”

Many marketers are showing that tapping into creativity and implementing creative efforts to solve problems is a skill that more brands should utilize in their hiring and team formations. In the right environment, creativity can work in tandem with data analysis and flourish throughout the entire organization if it’s prioritized at multiple turns. This may even mean employing outside creatives, such as influencers or independent creators, to bolster the authenticity of the brand message.

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This article is part of an ongoing series.

The executives’ participation is solely for educational purposes based on their knowledge of the subject and the views expressed by them are solely their own. This article should not be deemed or construed to be for the purpose of soliciting business for any of the companies mentioned, nor does Deloitte advocate or endorse the services or products provided by these companies.

This publication contains general information only and Deloitte is not, by means of this publication, rendering accounting, business, financial, investment, legal, tax, or other professional advice or services. This publication is not a substitute for such professional advice or services, nor should it be used as a basis for any decision or action that may affect your business. Before making any decision or taking any action that may affect your business, you should consult a qualified professional adviser.

Deloitte shall not be responsible for any loss sustained by any person who relies on this publication.

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