By Kevin McCauley
Creativity is the key driver of business success in today’s "imagination economy," according to the first annual C-Factors Index survey released today by Allison & Partners and its parent, MDC Partners.
Eight-of-ten of the top C-suite respondents believe creativity "must be generated and fostered by industry leaders" for innovative thinking to survive. A self-audit process is called vital to unleash the broadest creative efforts.
Scott Allison, co-founder and CEO of A&P, sees "creativity pushing outside the walls of the communications function where it has traditionally resided to other areas within leading organizations."
He’s interested in how creativity-savvy communications pros "will partner with other operational areas within these companies to impact business strategy development."
The imagination economy is described an as ecosystem that rewards "ideas over intake, and places a premium on those brands and companies that induce and creative a societal benefit."
The survey of 200 executives conducted this month by Noesis Inc. found the creativity revolution is "spurring a shift in the world’s center of economic gravity from West to East." Africa, in particular, is the market to watch, according to the report, because the continent’s "lack of infrastructure will force leapfrog momentum in creativity and technology."
Allison has created a C-Factors microsite with details and videos related to the poll.
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