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The seventh edition of the Creativity in PR study reveals how the PR sector has risen to the unique creative challenges of the Covid-19 era, with the vast majority reporting that creativity has taken on a much higher priority over the past 18 months. 

According to the this year's Report, based on a survey of more than 300 agency and in-house executives from across the world, 70% of people said that Covid-19 will fundamentally change the way they approach creative solutions to business-problems, while 88% believe creativity will be either 'extremely' or 'very' important to business recovery post-Covid. 

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