Almost three-quarters of marketers polled in a new study say that a culture of measurement is killing creativity when it comes to devising marketing campaigns.
A survey of 250 in-house marketing decision-makers by digital agency Dotted has found that 72% of marketers believe that a culture of measurement is damaging creativity.
The findings also show that 64% of marketers say their senior managers won't support pure brand-building activity; and half of this group say they are directed to focus only on measurable activity.
However, a third (32%) of respondents said that structured creative thinking drives early campaign preparation, ahead of previous campaign results (26%) or conversion data analysis (25%).
Marketers were also asked about their first action on receiving a project brief. Just over a quarter (26%) said they ask their teams to start planning the creative, while 25% tell their staff to look at the demographics and data.
Rebecca Manville, managing director at Dotted, said: "It's alarming to see so many in-house marketers concerned with a lack of balance between measurement, data and creativity ... This underlines the importance of finding a repeatable method for insight and creativity to meet - in a way which works for the whole team and allows instincts to be explored.
"Finding the right process will allow marketing departments to consistently negotiate this balance and correctly prioritise activity. It also helps efficiency because everybody will know where they stand, and previously difficult decisions - such as when analysis hands over to creative - are simplified."