Mobile, unsurprisingly, is transforming the job of a creative, but Australian creatives don't view mobile as as big a driver of change as their creative counterparts in Asia.
Mobile is still a stumbling block for creatives however, and there are a limited number of stand-out examples of industry leading mobile work in Australia. This year, like the five years previous, will likely be dubbed 'the year of mobile' but whereas in the past it had been about technology – now the focus is on how creative agencies employ their talents specifically with mobile in mind.
Across Asia, 80% of creatives feel that mobile is transforming the creativity and design – in Australia and New Zealand, that figure is 71%. It's a big majority, but that still means almost a third aren't thinking about mobile and the way it has transformed consumer behaviour and interaction with brands.
More than half (52%) view mobile as a way to make their work accessible to a broader audience, but only 33% are using mobile to capture inspiration – way below the 48% across Asia.
“Asia Pacific is home to half the world’s mobile devices. The rise of mobile brings with it plenty of opportunities and challenges for creatives to create content across platforms and devices at a pace that matches the growing economies of the region. We anticipate that mobile devices will become an important part of the creative process when integrated with existing desktop workflows,” said Paul Robson, president of Adobe Asia Pacific.
Across APAC, technology and social media were sited as the catalyst for change within the industry and 84% of creatives felt that if they don't keep up with new tech developments they will fall behind.
Nine in 10 Australian creatives feel that they are increasingly working across multiple mediums and disciplines and are tuned into the need to learn new tools and techniques.
Mobile, or more specifically app development, is also seen as the most in-demand skill for creative followed by digital storytelling.
The Adobe report also found that creatives are turning away from TV as inspiration, and towards digital platforms and online. Only 11% of creatives in Australia and New Zealand look for inspiration from TV advertising with 41% turning to online. Social media is also a source of inspiration (35%), as well as online creative communities (38%).
The biggest concerns that creatives in Australia and New Zealand have are job and financial security (52%), losing inspiration/motivation (50%), pressure to deliver more content faster than ever (47%) and not being trained sufficiently in new skills (46%).
The majority of creatives (61%) see producing great work as their best motivation and business impact is seen by most creatives as the best measure of success – reassuring for clients.
Adobe surveyed more than 2500 creatives across Australia, New Zealand and Asia for its Creative Pulse report.
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Have something to say on this? Share your views in the comments section below. Or if you have a news story or tip-off, drop me a line at rosiebaker@yaffa.com.au
Sign up to the AdNews newsletter, like us on Facebook or follow us on Twitter for breaking stories and campaigns throughout the day. Need a job? Visit adnewsjobs.com.au.