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      How has the creative industry changes over the last 10 years?

      Over the past ten years, the creative business has witnessed tremendous changes brought on by changes in consumer behaviour and technological advancements. Here are a few recent examples of how creativity has changed:

      1. Growth of digital: The emergence of digital technology, such as social media and smartphones, has altered how people engage with and consume creative content. This has given creative firms new ways to connect with and interact with audiences, but it has also heightened the battle for attention and made it harder to stand out.
      2. The democratisation of artistic resources It is now simpler for anyone to produce and share creative material because to the accessibility and affordability of creative tools like graphic design software and video editing apps. While this has led to a rise in the amount of creative content, it has also resulted in a reduction in the entrance barriers for the creative business and made it harder for creative agencies to set themselves apart.
      3. The growth of user-generated content: Social media platforms now allow users to produce and distribute their own material, frequently in real time. Due to this, narrative and marketing have taken on a new form, and the way creative agencies approach their work has evolved. Now, they frequently employ user-generated content to educate and inspire their own works.
      4. The development of data and analytics: With the help of big data and analytics, creative firms are now able to track and evaluate the results of their efforts. This empowers them to make better decisions and boost the efficiency of their marketing campaigns. As a result, performance-driven creative has become increasingly popular, with a focus on generating quantifiable results and ROI.
      5. New platforms and channels appearing: The development of new platforms and channels, such voice assistants and augmented reality, has given creative firms new ways to connect with and engage audiences. To stay ahead of the curve and satisfy the shifting demands of the market, this has pushed creative agencies to continuously adapt and evolve their techniques and methods.
      6. The significance of narrative: The value of storytelling has not changed despite all the advances in technology and customer behaviour. Regardless of the platform or channel, creative agencies who can create unique and compelling stories that connect with viewers will continue to be in demand.

      Changes in consumer behaviour and technological advancements have significantly altered the creative business during the past ten years. The value of narrative and the necessity for creative agencies to adapt and adjust despite the new opportunities and challenges brought about by these changes are constants. The creative agency with the best prospects for success in the future will be those who can keep one step ahead of the curve and adapt to the shifting demands of the market.