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Creatives and businesses need to 'adapt quickly' to survive

28 Sep 2016

New Zealand and Australian creatives are driving more business impact than ever before in their organisations, according to a new Adobe study.

The Creative Pulse survey from Adobe comprised of 250 creatives from New Zealand and Australia who work as web designers, graphic designers and more.

While there is more opportunity to drive greater business values, in order to do so Adobe believes that creatives need to continue up skilling.

Which is proving difficult.

Nearly half of respondents feel that they are currently lacking the necessary skills and resources for success in their field.

However, Ben Romalis, executive director at creative design company Affectors, believes that in an age of disruption, the corporate world is embracing creativity.

“As a result, collaborative conversations are becoming an important part of business culture, yet the challenge to convert this into meaningful action still remains,” he says.

Looking toward the distant future, ANZ creatives believe the most important skills to acquire will be an array of combined skills. These fall under the categories of design, user experience, programming and communications.

Janie Lim is the marketing director of Digital Media for Adobe Asia Pacific, she says that the company has seen the role of design and creative professionals change rapidly in recent years, and Adobe is at the forefront of this changing creative environment.

“With the proliferation of mobile devices and new technologies such as Augmented Reality (AR) and Virtual Reality (VR), creatives are being challenged to create content more rapidly than ever before,” explains Lim.

“Not only does this mean they need to adapt quickly to the new demands of creating for more platforms and a broader set of customers, it also means that they need to be able to create on-the-go, collaborate with team members across different devices and geographies, and measure the impact of their work on business results,” she says.

“It’s a challenging environment, but also one that empowers creatives of today to make a real difference to the business.”

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