“Creativityisatacrossroads.Withtheriseoftechnologyanddata,marketersareexpectedtobemoretacticalandexactineverybrandaction,howeverbold.Andboldcreativityrequiresguts.Inthecomingyears,we’llseehowdata,technology,andgutsfallintobalance.”BRANDMANAGERFOOD&DRINKSECTOR(US)StateofCreativityStudy20232Whatadifferenceayearmakes.Our2022StateofCreativityreportfoundcreativityinflux;pressuretoproducegreatcreativityatspeedwasmadeworsebyatalentwarandthechallengeofconvincingstakeholdersoftheneedtoinvestincreativity.Thisyearseesmuchhigherconfidenceincreativity.Thereisarealdesiretodeploygreatcreativityforgrowth,butasensethatuncertaintyisholdingusback.Thepressingissuesthisyea...