Agencies Are Growing but 52% Of Creatives Feel Under-Resourced

More than half of agencies grew during the last year and 62% expect to increase in size again in 2023. On the surface, this demonstrates a strong bill of health for the creative industry. However, the rate of growth does not seem to be adequate for agencies as 52% still feel under-resourced. 

These are some of the findings from Screendragon’s recent audit of the creative industry. The State of Creative Operations 2023 surveyed more than 100 creative leaders from many of the world’s top brands and agencies. DDB, Leo Burnett, Vye, TBWA, Weber Shandwick were among those agencies that contributed to the wide-ranging survey. Here are some of the survey highlights, specifically referencing those respondents that were agencies:

Monday to Friday in the Office? No thanks!

Is your agency pushing for a full return to the office? If so, then it might be worth reconsidering your stance. In the State of Creative Operations 2023, we revealed that only 16% of agency workers want to go back to the office full time. The majority of agency folk prefer a hybrid working arrangement where they can choose whether to commute or work from home. More than 60% of agencies have a hybrid working plan in place which has contributed to a community that is largely happy with their work environment. Nearly three-quarters of agency respondents in Screendragon’s survey are working in their location of choice – whether that’s remote, hybrid, or in the office!

Agencies Need More Resources!

The growth rate of agencies in Screendragon’s report will show an industry that continues to expand amidst pessimistic commentary. During the last year, more than half of the agencies surveyed increased in size. Furthermore, 62% of agencies expect to take on more staff again before the close of 2023. So, why do 52% of agencies still feel under-resourced? It’s likely to be related to increasing workloads where 70% of agencies experienced a growth in assignments and expectations year on year.

Turning to the Gig Economy

If agencies are lacking resources, then they’ll need to find ways to manage increasing workloads. One of the most common sources of support for agencies is the gig economy. Screendragon’s creative operations 2023 report can reveal that 58% of agencies needed to use freelancers more during the last year.

It wasn’t just workload management that forced agencies to onboard more freelancers this year. Of those surveyed, 42% of agencies turned to contractors to fill skills gaps within their team. After workloads and skills shortages, the next most common reason for embracing the gig economy is to take advantage of cost flexibility and savings!

Gaps in the Agency Tech Stack

Based on what you’ve read above, you may not be surprised to hear that many agency staff are dissatisfied with their tech stack. Screendragon’s report shows that most agencies (73%) use project management software but less than half are employing solutions for resourcing (34%). While only a third of agencies are utilising resource management software, a slightly larger number (47%) are using time tracking solutions. However, online proofing systems (27%) and creative automation (13%) are mostly unutilized by agencies. With so many gaps in the agency tech stack it’s not surprising to learn that most agencies are in the market for new creative tools. Screendragon’s survey reveals 91% are currently looking to purchase new technology to support creative work.

Get the Full Report

If you’d like to download The State of Creative Operations 2023 report then you can get your copy here. Alternatively, see how Screendragon helps agencies overcome resourcing, collaboration, and content production challenges by utilising agency management software!