[Report] Marketers face creativity gap

The report found that 63 percent of multinational companies are developing new processes and ways of working to improve creative output.

Only three in 10 multinational marketers say their organisations consistently deliver creative excellence, according to research from the World Federation of Advertisers (WFA) and LIONS.

The report, Clients and Creativity 2026, suggests many global marketing teams continue to struggle with embedding creativity as a core business capability, despite recognising its importance for growth and effectiveness.

Marketers value creativity but struggle with execution

The research draws on survey data and interviews with more than 160 senior marketers across 86 brand owners, representing 26 industry sectors and $141 billion in annual global advertising expenditure.

While 53 percent of respondents said their organisations value creative excellence, only 30 percent reported that their teams consistently work towards delivering it. The findings also indicate that creative excellence is not among the top priorities for many chief marketing officers, with some organisations still developing their own definitions of what it means.

Among the main obstacles identified were short-term business pressures, cited by 68 percent of respondents, followed by risk aversion at 45 percent and insufficient investment in creative development at 37 percent.

Organizations seek new approaches

The report found that 63 percent of multinational companies are developing new processes and ways of working to improve creative output.

However, fewer than half have embedded creative excellence into global marketing capability programmes, while only 44 percent believe the concept has been successfully integrated throughout their marketing organisations.

There are signs of growing alignment around potential solutions. Sixty-three percent are introducing more structured systems and frameworks to improve consistency across markets, while 57 percent are involving agencies earlier in campaign development.

AI adoption focuses on efficiency

Although artificial intelligence is expected to dominate discussions at the Cannes Lions International Festival of Creativity, the report suggests many marketers are currently using the technology primarily to improve efficiency rather than creative effectiveness.

Only 35 percent of respondents said they are using AI to enhance creative output beyond efficiency gains, while just 11 percent reported having an agreed strategy for using AI to support creative excellence.

Stephan Loerke, CEO, WFA: "There is much talk that AI can drive improved creativity, a proven ingredient for marketing effectiveness. But we need to look at our processes holistically before seeing how AI can fit in. The technology will continue to evolve but what matters now is that CMOs consider how they can orchestrate a culture of creative effectiveness within their organisations rather than evaluating AI on individual, disconnected initiatives across the creative workflow."

The majority of marketers surveyed said they are relying on agency partners to demonstrate how AI can create value, with 57 percent expecting external partners to lead in this area.

Concerns over creative sameness

Respondents identified several emerging applications for AI, including concept testing, cited by 55 percent, ideation at 52 percent and consumer insight analysis at 47 percent.

At the same time, 58 percent expressed concerns that increased AI use could lead to creative homogeneity and reduce differentiation between brands.

Despite those concerns, 74 percent believe AI will help improve measurement of creativity’s business impact, while 78 percent view AI skills development as important to future creative success.

Pressure from senior leadership

The research also highlights tension between marketing teams and senior leadership regarding expectations for AI.

Nearly two-thirds of respondents said the C-suite is pushing for overly optimistic efficiency gains from AI, while 61 percent believe this focus is diverting attention away from marketing effectiveness.

Paul Kemp-Robertson, Chief Content Officer, LIONS: "Brands need to develop systems to codify and scale creativity, use measurement to link it to growth, invest in talent and skills, as well as identify a supporting role for AI that amplifies the work. One reason why AB InBev has been named the Cannes Lions Creative Marketer of the Year for the third time is because the company has already done the hard work and invested in these capabilities across its global marketing teams, embedding creativity as a core business driver."

Structural changes under consideration

The report found that 20 percent of respondents have restructured or introduced incentives to improve creative performance, while 25 percent have established creative councils to review and challenge work before launch.

Looking ahead, 62 percent believe the future will require a different agency model built around smaller teams with higher levels of expertise. Meanwhile, 66 percent said marketing remains an attractive profession for people who value creativity.

WFA is also partnering with DEPT to develop guidance on how marketers can use AI to improve marketing effectiveness, with recommendations expected later this year.

www.wfanet.org

www.canneslions.com

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