Building curious behaviours in modern marketing teams.

Curiosity is an essential trait for the modern marketer.

Numerous think-tanks, academic institutions and publications, from Harvard Business Review to McKinsey, evidence clear links between increased curiosity in teams, growing creativity and innovation in output, and improved business impact.

Yet the most common theme we hear at Creativebrief from brand marketing leaders is a sense of being stuck in the metaphorical vortex. We hope to help to support the industry in re-engendering the importance of curiosity into the next generation of marketers.

Download our latest report.

In a survey which gathered insight from over 50 brand CMOs and Marketing Directors, we reveal a disconnect.

Despite a strong collective belief that curiosity is an essential trait for the modern marketer, this is not reflected consistently in adopted behaviours that set the conditions for it to thrive. There is a clear challenge faced by marketers to narrow this gap for the future.

This report builds an up-to-date picture on senior brand marketers’ beliefs around curiosity alongside the actual behaviours in marketing teams today.

We hope that this will help to support the industry in re-engendering the importance of curiosity into the next generation of marketers.