According to Adobe's research, there is an unexplored chance to gain a competitive advantage by unlocking the complete creative potential.

Advanis conducted a survey between August and September 2021, in which 407 UK-based creative professionals participated, to examine the state of the sector and how UK businesses utilize it. A new study by Adobe revealed that businesses can gain a competitive advantage by allowing their creative teams the time and flexibility they require to succeed.

The study found that creative professionals spend only 29% of their working day on creative tasks, with administrative work taking up most of their time. Although 95% of respondents believe that their organization provides exceptional experiences that meet customer expectations, only 22% believe that their digital marketing and branding set them apart from the competition.

Adobe Workfront's Head of International Marketing, Jada Balster, emphasized the importance of creative and marketing leaders investing in technologies that improve work practices, minimize distractions, and provide context to allow creative teams to stay connected and use the tools they require. The COVID-19 pandemic has resulted in a shift in the work environment for 85% of creatives, with companies focusing on providing an ideal work environment for creative teams to succeed.

Respondents indicated that creative collaboration, workflow management, and team cooperation across multiple locations were the three most critical factors to consider as working conditions change. The study revealed that creative teams experience significant difficulties when it comes to receiving feedback and information on the significance and effectiveness of their work.

The interactions of creative teams with other departments and teams are most frequent with marketing, advertising, product management, and business operations. Although creative and marketing teams interact frequently, there is still room for improvement in their collaboration.