Marketing execs say they want more creative risk

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Menlo Park, Calif.—Most marketing executives think their companies don't take enough creative risks when developing marketing and advertising programs, according to the “2008 Workplace Survey for Advertising and Marketing Executives” by The Creative Group, a marketing staffing company.

The study was the result of a telephone survey conducted in July of 125 marketing executives and 125 advertising executives.

Among marketing executives, 65% say things aren't risky enough in their companies when designing campaigns, compared with 33% who said they take the "right" amount of risk, and 1% who said they take too many risks.

Advertising executives, by contrast, are more evenly divided in their view of marketing and advertising campaign risk. Among this group, 45% feel they don't take enough risk, 48% say they take the right amount of risk, and 6% say things are too risky for their tastes.

According to the company, marketers who tend to be risk-averse in an uncertain economy may profitably try new or unproven promotional strategies to distinguish their brands from the competition.

—Christopher Hosford

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