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Meetings kill creativity - why you need to rethink your processes

70% of marketers face inefficiencies that damage creativity

Creatives: how much of your time do you spend actually being creative? And how much of your workday is wasted in meetings? Between 11 and 30 hours a week, according to half of those surveyed for a recent Workfront study.

A massive 70% of UK marketers are dealing daily with process inefficiencies that are damaging to their creativity, according to the survey; well over half (58%) go through five or more revision rounds per project. And perhaps most alarming, more than 80% regularly work between 40 and 60 hours per week.

Creativity is fragile; it cannot thrive in environments that are too rigid or too chaotic. And yet in marketing and creative departments, too many marketers, writers and designers spend their days entangled in processes that stifle innovation and imagination.

Marketing teams are expected to churn out campaigns and collateral that can rise above the competitive din. But meetings, multiple rounds of reviews and rampant overtime undermine the very creativity that marketers depend on to stand out.

It isn’t easy to stay engaged and focused on a creative problem when work requests are sailing in from every direction at all hours of the day; with every new request, creatives need to shift their focus and reprioritise their workload. 46% of marketers experience three or more such unforeseen changes in work priorities every week, each one requiring extra meetings to reprioritise. That leaves very little time for creatives to do what they were actually hired to do.

80% of marketers regularly work between 40 and 60 hours per week.

How could anyone succeed in such an environment?

As it happens, the right workflow management tool can support even the most delicate creative sensibilities, empowering creatives and giving them time and freedom to flourish. Forget about filling out more spreadsheets – 18% of creative teams consult at least ten spreadsheets a week – and look for an integrated solution that consolidates requests, communication and reviews together in one intuitive space. 

You needn’t resign yourself to daily assaults on your creative energy. You can take the lead in seeking out a work-management solution that will allow your team to reduce meeting time and escape from their email inboxes. And reclaim the time they need to innovate, imagine – and, yes, even create.


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