‚New business‘ is a term that instills fear in many in the industry. It is vital for the survival of any creative practice, as cash flow is the biggest threat to business. However, the focus is often on aesthetics and visual themes rather than on generating new business.
When it comes to business survival, generating new business is crucial. Without it, cash flow stagnates, and without cash flow, the business is at risk. Last year, the creative industries faced challenges in acquiring new business, with in-house design, AI solutions, and economic and political instability playing major roles.
Reasons for Optimism
Despite the challenges faced last year, the first quarter of this year has brought some optimism. While some clients are drawn to AI solutions for their quick and cost-effective nature, there is a growing demand for human touch in creative work. Clients are seeking emotion, originality, and creative thinking that AI cannot provide.
Additionally, there is an increased demand for cultural insight, strategic thinking, lateral originality, and brand voice, all of which require human input to be meaningful and effective.
A New Era
In-house teams are expanding their roles, but there is still a need for external agencies to provide fresh perspectives and challenge internal teams. External agencies can push for bolder and more progressive ideas without being constrained by internal politics.
Despite political and economic challenges, clients are beginning to accept volatility as the norm. In this environment, the need for adaptive and creative brand and marketing solutions is more critical than ever.
Progress and Growth
While last year may have lacked bold campaigns, there is a noticeable shift towards more rebrands and interesting projects this year. Clients are showing more interest in creative solutions, indicating a positive trend in the industry.