Where have you seen truly bold advertising lately? Not the “brief” kind, but the kind that gets goosebumps, breaks the rules and is memorable for a long time. Such campaigns are rare. And, as a new Lions study shows, it’s only getting worse.
In a fresh State of Creativity 2025 report conducted by Lions (organizers of the Cannes Lions festival), only 13% of marketers consider their companies “risk-friendly” in creative. Almost twice as many—29%—are wary or even fearful of it. But according to data from WARC, Kantar, and Deloitte, unconventional, bold ideas generate four times more profit and increase the chances of sustained revenue growth by 33%.
So why are businesses deliberately turning their backs on potential profits?
The answer lies in two pain points for marketers:
More than half of the respondents (51%) admitted that their ability to generate quality insights is either poor or very poor. Only 13% gave themselves a high score. The main reasons? Lack of time, lack of clarity about what constitutes good insight, and poor attention to analytics.
The world is changing fast, and brands aren’t keeping up. 57% of respondents said their companies are unable to adapt quickly to current trends, and only 12% are confident in their flexibility.
Simply put, creative risk-taking is impossible without speed and confidence. And they are woefully lacking.
Have you noticed how much one-size-fits-all, safe advertising there is now? The focus on short-term action is to blame. In 2025, 63% of brands are putting tactics ahead of strategy. Two years ago, there were 10% fewer of those.
That means more discounts, sales, promotions, and less systematic work on brand image. ROI is easier to calculate in a week than in a year. But how this will affect recognition and loyalty, no one can predict.
The Lions study lays out the obstacles in a nutshell:
And here comes the rhetorical question: how can you create something fresh if every creative solution goes through seven rounds of approval?
Yes. Brands that dare to experiment win on many fronts. As research has shown, diversity within teams—whether it’s age, gender, or professional experience—directly affects the quality of insights gained. Artificial intelligence is also playing an increasingly important role: It helps process data faster and more accurately, reducing the impact of human bias. Companies willing to invest in deep analytics show a better ability to respond quickly to changes in consumer behavior and expectations.
The situation calls for not only new tools but also a rethinking of company culture. It’s not about making creativity for creativity’s sake the norm. It’s about seeing creative risk not as a threat but as an investment. It’s about marketing becoming art again, not just Excel analytics.
Or perhaps we are doomed to a marketing that is neither challenging nor inspiring?
Ironically, in a world of algorithms and automation, it is human courage that can be the key to success.
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