1.
CREATIVE SHIFT:
GERMAN CREATIVES ARE
GOING MOBILE
GERMANY JUNE 2015

2.
CREATIVE SHIFT: GERMAN CREATIVES ARE GOING MOBILE GERMANY JUNE 2015
Methodology
Definition: Creative Pro
• Online survey among 308 German creative professionals
• Data collected April 22 to April 28, 2015 by Edelman Berland
• Margin of error at the 95% confidence level for the total sample is +/- 5.5%
• Works in a creative industry (list of disciplines includes graphic designers,
web designers, photographers, illustrators, etc.)
• Employed, self-employed or freelance
• Resides in Germany

3.
CREATIVE SHIFT: GERMAN CREATIVES ARE GOING MOBILE GERMANY JUNE 2015
Key Findings
Creatives in Germany are positive in their outlook and see more opportunity in the future.
Creativity and design are becoming more important to business and the nature of the creative role is
changing.
• Seventy-one percent believe their company is hiring more creatives compared to three years ago. (Slide 8)
• A strong majority (81%) believe their best days are ahead. (Slide 8)
• A significant majority (8 out of 10) agree that creatives need to be skilled in more than one discipline as they are
increasingly working across multiple mediums. (Slide 9)
• Eighty-two percent of creatives agree they are becoming more important to business and 87% believe they are
having a significant influence. (Slide 10 and 11)
• Seventy-three percent agree the role of creatives is changing rapidly. (Slide 12)
• Seventy-four percent say shorter timelines mean there is increasing demand for “efficient creativity.” (Slide 11)

4.
CREATIVE SHIFT: GERMAN CREATIVES ARE GOING MOBILE GERMANY JUNE 2015
Key Findings (continued)
Mobile is changing the way creative work gets done in Germany, affecting the creative process and ability to
be productive anywhere.
• A significant majority of German creatives (84%) believe digital tools and mobile technology are transforming
the face of creativity. (Slide 13)
• German creatives express strong interest in making more use of tablets in the future for idea generation (30%)
and seeking inspiration (30%), and want to make more use of mobile phones in the future for content sharing
(25%). (Slide 14)
• Forty-four percent say mobile allows them to capture inspiration on the go, though pen and paper are still
used for idea generation (23%) and brainstorming (36%). (Slide 15 and 14)
• Sixty-five percent of creatives say working outside the office helps them be more creative and more than half
(58%) say that the most creative people do not work in a traditional office. (Slide 16)
• On average, creatives in Germany are working from 5 different places per week. (Slide 17)

5.
CREATIVE SHIFT: GERMAN CREATIVES ARE GOING MOBILE GERMANY JUNE 2015
Key Findings (continued)
Technology advances are seen as empowering, supporting creatives’ preference to work independently.
• More than half (55%) say new technologies are changing how they work, and a third (34%) are inspired by
new technologies and products in their creative process. (Slide 18 and 19)
• Sixty-two percent of German creatives say they work best independently. (Slide 21)
• Most creatives in Germany (68%) feel empowered by analytics, but a majority (79%) also trust their creative
gut. (Slide 22 and 23)
• Those who are empowered by analytics feel their best days are ahead of them (90%) and are happier in their
careers (61%), in contrast to those who are threatened by analytics (64% and 29% respectively). (Slide 22)

6.
CREATIVE SHIFT: GERMAN CREATIVES ARE GOING MOBILE GERMANY JUNE 2015
DETAILED FINDINGS

7.
CREATIVE SHIFT: GERMAN CREATIVES ARE GOING MOBILE GERMANY JUNE 2015CREATIVE SHIFT: GERMAN CREATIVES ARE GOING MOBILE
Q6. HOW HAPPY ARE YOU OVERALL IN YOUR CAREER AS A CREATIVE?
Q21. DO YOU FEEL THAT YOUR OWN WORK IS APPROPRIATELY RECOGNIZED AND HONORED?
Q22. IF YOU HAD IT TO DO OVER AGAIN, WOULD YOU STILL CHOOSE A CREATIVE PROFESSION? GERMANY JUNE 2015
IS YOUR WORK APPROPRIATELY
RECOGNIZED OR HONORED?
IF YOU HAD IT TO DO OVER AGAIN, WOULD YOU
STILL CHOOSE A CREATIVE PROFESSION?
Creatives are happy in their careers and
most feel their work is recognized
75% 88%
No
No
Yes Yes
25% 12%
HOW HAPPY ARE YOU OVERALL IN YOUR CAREER AS A CREATIVE?
50%
Very happySomewhat happyNot very happy
41%9%

8.
CREATIVE SHIFT: GERMAN CREATIVES ARE GOING MOBILE GERMANY JUNE 2015GERMANY JUNE 2015
Outlook for hiring is favorable and
creatives feel positive about the future
HOW DO YOU SEE THE FUTURE FOR CREATIVES? THEIR…
IS YOUR COMPANY HIRING MORE OR LESS CREATIVE ROLES COMPARED TO THREE YEARS AGO?
81%
71%
Best days are ahead
Hiring more
Best days are behind
Hiring less
19%
29%
Q4A IS YOUR COMPANY HIRING MORE OR LESS CREATIVE ROLES COMPARED TO 3 YEARS
AGO. Q5. HOW DO YOU SEE THE FUTURE FOR CREATIVES? THEIR…CREATIVE SHIFT: GERMAN CREATIVES ARE GOING MOBILE

9.
CREATIVE SHIFT: GERMAN CREATIVES ARE GOING MOBILE GERMANY JUNE 2015GERMANY JUNE 2015
Skills across mediums and disciplines, as well as keeping
up with industry trends, are key to success
% STRONGLY AGREE/AGREE
83%
77%
82%
77%
Creatives need to become skilled in
more than one creative discipline
New skills that redefine how
you do your work
Creatives are increasingly working across
multiple mediums and disciplines
There is an increasing need to collaborate
and share with other creatives
Q1: PLEASE INDICATE WHETHER YOU AGREE OR DISAGREE WITH THE FOLLOWING STATEMENTS:CREATIVE SHIFT: GERMAN CREATIVES ARE GOING MOBILE

10.
CREATIVE SHIFT: GERMAN CREATIVES ARE GOING MOBILE GERMANY JUNE 2015GERMANY JUNE 2015
They feel they have a strong level of
influence over their company/clients
LEVEL OF INFLUENCE OVER COMPANY OR CLIENTS
(AMONG NON-SELF-EMPLOYED)
LEVEL OF INFLUENCE OVER CLIENT DESIGN DECISIONS
(AMONG SELF-EMPLOYED)*
12%
16%
75%
56%
12%
28%
Very strong
Very strong
Strong
Strong
Weak
Weak
Q19. HOW WOULD YOU RATE THE LEVEL OF INFLUENCE YOUR CREATIVE TEAM OR DEPARTMENT
HAS OVER YOUR COMPANY OR YOUR CLIENTS OVERALL? Q20. HOW WOULD YOU RATE THE LEVEL
OF INFLUENCE YOU HAVE OVER CLIENTS IN TERMS OF DESIGN DECISIONS?CREATIVE SHIFT: GERMAN CREATIVES ARE GOING MOBILE

11.
CREATIVE SHIFT: GERMAN CREATIVES ARE GOING MOBILE GERMANY JUNE 2015CREATIVE SHIFT: GERMAN CREATIVES GERMANY JUNE 2015
As their role changes and expands, pressures increase
% STRONGLY AGREE/AGREE
82%
74%
60%
74%
65%
74%
Creativity and design thinking are becoming
more important to business
Shorter timelines mean there is increasing
demand for ‘efficient creativity’
It is difficult for creatives to make a living
from a job in the creative industries
Creatives must work with and satisfy an
increasing number of stakeholders
More creatives are moving to independent/
freelance roles
The creative industry has changed more in
the last 5 years than in the last 50
Q1: PLEASE INDICATE WHETHER YOU AGREE OR DISAGREE WITH THE FOLLOWING STATEMENTS:

12.
CREATIVE SHIFT: GERMAN CREATIVES ARE GOING MOBILE GERMANY JUNE 2015GERMANY JUNE 2015
The rapid changes in the industry will have a
significant effect on the role of creatives
HOW DIFFERENT DO YOU THINK YOUR ROLE
AS A CREATIVE WILL BE… (TOP 3: 7-9)
12 months
from now
3 years
from now
28%
55%
Q2. HOW FAST DO YOU FEEL THE ROLE OF CREATIVES IS CHANGING? Q44. ON A 0 TO 9 SCALE WHERE 0
IS NOT AT ALL DIFFERENT AND 9 IS EXTREMELY DIFFERENT, HOW DIFFERENT DO YOU THINK YOUR
ROLE AS A CREATIVE WILL BE 12 MONTHS FROM NOW AS WELL AS 3 YEARS FROM NOW?CREATIVE SHIFT: GERMAN CREATIVES ARE GOING MOBILE
HOW FAST DO YOU BELIEVE THE ROLE
OF CREATIVES IS CHANGING?
73%12%15%
RapidlySlowlyI do not feel
the role of
creatives
is changing

13.
CREATIVE SHIFT: GERMAN CREATIVES ARE GOING MOBILE GERMANY JUNE 2015GERMANY JUNE 2015
Digital tools and mobile are
transforming the face of creativity
% STRONGLY AGREE / AGREE
84%
77%
83%
40%
38%
57%
Digital tools and mobile are
transforming the face of creativity
Digital tools afford creative freedoms
I never thought were possible
Creatives are expected to learn
new tools and techniques
Print as a
medium is dying
Print as a medium
is already dead
Use of consumer data and analytics
is vital to the creative process
Q1: PLEASE INDICATE WHETHER YOU AGREE OR DISAGREE WITH THE FOLLOWING STATEMENTS:CREATIVE SHIFT: GERMAN CREATIVES ARE GOING MOBILE

14.
CREATIVE SHIFT: GERMAN CREATIVES ARE GOING MOBILE GERMANY JUNE 2015GERMANY JUNE 2015
While, traditional methods are still favored for idea
generation and brainstorming, mobile is the future
USE MORE TODAY
PAPER DESKTOP
LAPTOP
WILL USE MORE IN THE FUTURE
TABLET
MOBILE DEVICE
Brainstorming
Content
creation
Idea
generation
Content
sharing
Displaying
content
Collaboration
Content
sharing
Content
creation
Brainstorming
Idea
generation
Content
sharing
Seeking
inspiration
Seeking
inspiration
Content
creation
Seeking
inspiration
Collaboration Displaying
content
35%
30%
23%
36%
30%
30%30%
24%
25%
33%
36%
27%
26% 25% 25%
28%
19%
Q37. WHICH OF THE DEVICES LISTED IS YOUR GO-TO DEVICE FOR EACH OF THE FOLLOWING CREATIVE
ACTIVITIES? Q38. WHICH OF THE DEVICES LISTED WOULD YOU LIKE TO USE MORE IN THE FUTURE FOR
EACH OF THE FOLLOWING CREATIVE ACTIVITIES?CREATIVE SHIFT: GERMAN CREATIVES ARE GOING MOBILE

15.
CREATIVE SHIFT: GERMAN CREATIVES ARE GOING MOBILE GERMANY JUNE 2015JAPAN JUNE 2015
Mobile allows for flexibility in where
creative process takes place
% STRONGLY AGREE / AGREE
44%
32%
38%
28%
31%
I can capture inspiration in
the moment and on the go
I am able to share work across my
mobile device and computer easily
I can create content anywhere
I’m using mobile devices to
present creative concepts
I’m using mobile to collaborate
Q39. HOW HAVE MOBILE DEVICES CHANGED YOUR CREATIVE PROCESS?CREATIVE SHIFT: GERMAN CREATIVES ARE GOING MOBILE

16.
CREATIVE SHIFT: GERMAN CREATIVES ARE GOING MOBILE GERMANY JUNE 2015CREATIVE SHIFT: GERMAN CREATIVES GERMANY JUNE 2015
German creatives are moving away
from traditional offices
% STRONGLY AGREE/AGREE
65%
56%
58%
54%
Working outside the office
helps me be more creative
The traditional office limits creativity
The most creative people do not
work in a traditional office
The traditional office is a thing of the past
Q1: PLEASE INDICATE WHETHER YOU AGREE OR DISAGREE WITH THE FOLLOWING STATEMENTS:

17.
CREATIVE SHIFT: GERMAN CREATIVES ARE GOING MOBILE GERMANY JUNE 2015GERMANY JUNE 2015
Creatives are working less in the office
Q8. WHAT PERCENTAGE OF YOUR TIME DO YOU SPEND WORKING ON CREATIVE WORK OUTSIDE A
TRADITIONAL OFFICE (IN A COFFEE SHOP, LIBRARY, PARK, AT HOME, ETC.)?
Q9. HOW MANY DIFFERENT PLACES DO YOU WORK ON CREATIVE WORK IN AN AVERAGE WEEK?CREATIVE SHIFT: GERMAN CREATIVES ARE GOING MOBILE
On average, they’re working
from 5 different places per
week
(Median = 3)
53%
outside traditional
office
WHAT PERCENTAGE OF YOUR TIME DO YOU SPEND WORKING
OUTSIDE A TRADITIONAL OFFICE?
in a traditional office
47%

18.
CREATIVE SHIFT: GERMAN CREATIVES ARE GOING MOBILE GERMANY JUNE 2015GERMANY JUNE 2015
New technologies are the largest driving force of change…
WHAT ARE THE TOP DRIVING FORCES BEHIND THE CHANGE IN THE ROLE OF CREATIVES?
55%
31%
35%
28%
29%
New technologies that change
how you do your work
New skills that redefine
how you do your work
The impact of social media
on the creative industry
The growing expectations on creatives and
creative agencies to do more with less
Growing client demand for campaigns
across multiple channels/platforms/devices
Q3. WHAT ARE THE TOP THREE DRIVING FORCES BEHIND THE CHANGE IN THE ROLE OF CREATIVES?CREATIVES IN JAPAN: TURNING TO TECHNOLOGY IN THE FACE OF CHANGE

19.
CREATIVE SHIFT: GERMAN CREATIVES ARE GOING MOBILE GERMANY JUNE 2015Q12. WHAT ARE SOME OF THE THINGS THAT INSPIRE YOU THE MOST IN YOUR CREATIVE PROCESS? GERMANY JUNE 2015
…and they are also a source of inspiration
WHAT ARE SOME OF THE THINGS THAT INSPIRE YOU THE MOST IN YOUR CREATIVE PROCESS?
CREATIVE SHIFT: GERMAN CREATIVES ARE GOING MOBILE
34%
29%
33%
24%
18%
18%
20%
28%
New technologies and products
Travel
Viewing the work of other creatives
Social media
Peers and colleagues
Trends in pop-culture
Fine art (museums and galleries)
Exposure to new skills and mediums

20.
CREATIVE SHIFT: GERMAN CREATIVES ARE GOING MOBILE GERMANY JUNE 2015CREATIVE SHIFT: GERMAN CREATIVES ARE GOING MOBILE GERMANY JUNE 2015
Creatives are optimistic and encouraged by
the changes occurring within the industry
Q10. WHICH OF THE FOLLOWING ADJECTIVES BEST DESCRIBES HOW YOU FEEL ABOUT THE CHANGES
HAPPENING WITHIN THE CREATIVE INDUSTRY TODAY? (SELECT UP TO 3 ADJECTIVES.)
HOW DO YOU FEEL ABOUT THE CHANGES HAPPENING WITHIN THE CREATIVE INDUSTRY TODAY?
65%
17%
9%
5%
41%
9%
6%
15%
Optimistic
Overwhelmed
Threatened
Intimidated
Encouraged
Confused
Pessimistic
Commoditized

21.
CREATIVE SHIFT: GERMAN CREATIVES ARE GOING MOBILE GERMANY JUNE 2015GERMANY JUNE 2015
Technology supports creatives’
desire to work independently
Q31. FOR EACH PAIR OF STATEMENTS BELOW, WHICH STATEMENT
COMES CLOSEST TO YOUR OWN VIEW OF CREATIVITY?CREATIVE SHIFT: GERMAN CREATIVES ARE GOING MOBILE
62%38%
Say they are most creative when they work aloneSay they are most creative when they work with others

22.
CREATIVE SHIFT: GERMAN CREATIVES ARE GOING MOBILE GERMANY JUNE 2015GERMANY JUNE 2015
German creatives feel empowered by analytics
Q42. WHICH OF THE STATEMENTS BELOW COMES CLOSEST TO HOW YOU FEEL ABOUT
DIGITAL ANALYTICS AND METRICS (I.E. BIG DATA) AS IT RELATES TO CREATIVITY?CREATIVE SHIFT: GERMAN CREATIVES ARE GOING MOBILE
68%
feel threatened by
analytics and metrics
ONLY 64% FEEL THEIR
BEST DAYS ARE AHEAD
OF THEM AND MOST
(71%) ARE NOT VERY
HAPPY IN THEIR CAREERS
feel empowered by
analytics and metrics
THEY FEEL THEIR BEST
DAYS ARE AHEAD OF THEM
(90%) AND 61% ARE HAPPY
IN THEIR CAREERS
32%

23.
CREATIVE SHIFT: GERMAN CREATIVES ARE GOING MOBILE GERMANY JUNE 2015
WHEN IT COMES TO CREATIVE WORK IN THE SERVICE OF MARKETING, HOW MUCH DO YOU AGREE
OR DISAGREE WITH EACH OF THE FOLLOWING STATEMENTS? % STRONGLY AGREE/AGREE
Q13. WHAT ARE SOME OF THE THINGS THAT MOTIVATE YOU AS A CREATIVE?
While valuing analytics, Creatives
still rely on their creative gut
79% 61% 61% 57% 54% 52% 51%
I primarily trust
my creative gut
Creative work is
increasing becoming
commoditized
The quality of
creative work is being
overshadowed by the
need to produce a high
volume of work
Business
considerations usually
trump design and
creative purity
Analytics and metrics
create more work for
creatives
Analytics and metric
make creative
gambles less risky
Analytics and metrics
can inspire great creative
GERMANY JUNE 2015CREATIVE SHIFT: GERMAN CREATIVES ARE GOING MOBILE

24.
CREATIVE SHIFT: GERMAN CREATIVES ARE GOING MOBILE GERMANY JUNE 2015
APPENDIX:
ADDITIONAL FINDINGS

25.
CREATIVE SHIFT: GERMAN CREATIVES ARE GOING MOBILE GERMANY JUNE 2015
HOW IMPORTANT ARE EACH OF THE FOLLOWING TO YOU AS A CREATIVE?
% EXTREMELY IMPORTANT/VERY IMPORTANT 41%
31%
83% 81% 80% 78% 77% 75%
Being passionate
about my work
Having complete
creative freedom
Having a unique
signature style
Being efficient
in my work
Being proficient in
multiple disciplines
Staying true to
my creative vision
despite business
preferences
Q14. HOW IMPORTANT ARE EACH OF THE FOLLOWING TO YOU AS A CREATIVE?
Passion, individuality and efficiency are universally
important to German Creatives

26.
CREATIVE SHIFT: GERMAN CREATIVES ARE GOING MOBILE GERMANY JUNE 2015
WHO IS BETTER EQUIPPED TO ADAPT TO THE
CHANGING CREATIVE INDUSTRY?
HOW CREATIVE DO YOU CONSIDER YOURSELF
TO BE COMPARED TO YOUR CREATIVE PEERS?
63%37%
Recent
college
graduates
Established
creatives
Q11. WHO IS BETTER EQUIPPED TO ADAPT TO THE CHANGING CREATIVE INDUSTRY?
Q27. HOW CREATIVE DO YOU CONSIDER YOURSELF TO BE COMPARED TO YOUR CREATIVE PEERS?
Established Creatives are better equipped
to handle the changing industry
6%
44%
50%
Less creative
More creative
As creative

27.
CREATIVE SHIFT: GERMAN CREATIVES ARE GOING MOBILE GERMANY JUNE 2015
Creatives feel Germany is as creative as other
countries in Europe and globally
Q28. HOW CREATIVE DO YOU CONSIDER GERMANY TO BE COMPARED TO OTHER COUNTRIES GLOBALLY?
Q28B. HOW CREATIVE DO YOU CONSIDER GERMANY TO BE COMPARED TO OTHER COUNTRIES IN EUROPE?
HOW CREATIVE DO YOU CONSIDER GERMANY TO BE
COMPARED TO OTHER COUNTRIES IN EUROPE?
HOW CREATIVE DO YOU CONSIDER GERMANY TO BE
COMPARED TO OTHER COUNTRIES GLOBALLY?
16%21%
42%38%
42%41%
Less creativeLess creative
More creativeMore creative
As creativeAs creative

28.
CREATIVE SHIFT: GERMAN CREATIVES ARE GOING MOBILE GERMANY JUNE 2015
Q46. PLEASE INDICATE WHICH OF THE FOLLOWING STATEMENTS BEST DESCRIBES HOW
YOU FEEL ABOUT YOUR POTENTIAL FOR SUCCESS AS A CREATIVE OF TOMORROW?
Q47A. WHAT KIND OF SKILLS DO YOU THINK YOU NEED TO LEARN TO BECOME A MORE SUCCESSFUL CREATIVE?
WHICH OF THE FOLLOWING PLATFORMS DO YOU USE?
USE REGULARLY RELY ON FOR INSPIRATION
41%
31%70%
Facebook
35%
Google+
15%
59%
YouTube
36%
51%
WhatsApp
45%
32%
Instagram
17%
19%
LinkedIn
16%
6%
29%
Xing
24% 19%
Pinterest
5%
36%
Twitter
10%
Q32. WHICH OF THE FOLLOWING SOCIAL PLATFORMS DO YOU USE REGULARLY?
Q33. WHICH OF THE FOLLOWING PLATFORMS DO YOU RELY ON FOR INSPIRATION?
Social media is used heavily;
YouTube is the top avenue for inspiration

29.
CREATIVE SHIFT: GERMAN CREATIVES ARE GOING MOBILE GERMANY JUNE 2015
Q46. PLEASE INDICATE WHICH OF THE FOLLOWING STATEMENTS BEST DESCRIBES HOW
YOU FEEL ABOUT YOUR POTENTIAL FOR SUCCESS AS A CREATIVE OF TOMORROW?
Q47A. WHAT KIND OF SKILLS DO YOU THINK YOU NEED TO LEARN TO BECOME A MORE SUCCESSFUL CREATIVE?
WHICH OF THE FOLLOWING PLATFORMS DO YOU CONSIDER TO BE THE MOST
EFFECTIVE FOR PROMOTING YOUR PERSONAL DIGITAL PRESENCE?
Facebook Google+YouTube Instagram OtherDas Auge -
dasauge.de
Q34. WHICH OF THE FOLLOWING PLATFORMS DO YOU CONSIDER TO BE THE MOST
EFFECTIVE FOR PROMOTING YOUR PERSONAL DIGITAL PRESENCE?
Facebook is used most widely, and is
seen as most effective in promotion
36%
5% 5%
20%
8% 8%

30.
CREATIVE SHIFT: GERMAN CREATIVES ARE GOING MOBILE GERMANY JUNE 2015
Q46. PLEASE INDICATE WHICH OF THE FOLLOWING STATEMENTS BEST DESCRIBES HOW
YOU FEEL ABOUT YOUR POTENTIAL FOR SUCCESS AS A CREATIVE OF TOMORROW?
Q47A. WHAT KIND OF SKILLS DO YOU THINK YOU NEED TO LEARN TO BECOME A MORE SUCCESSFUL CREATIVE?
WHAT TIME OF DAY YOU DO YOU FEEL YOU ARE MOST CREATIVE/PRODUCTIVE?
MOST PRODUCTIVEMOST CREATIVE
6%
Early morning,
between 5am - 9am
Morning, between
9am - 12pm
Mid-day, between
12pm - 3pm
Afternoon, between
3pm - 6pm
Evening, between
6pm - 9pm
Night, between
9pm - 12am
Late night, between
12am - 3am
Overnight, between
3am - 5am
17%
15%
32%
7%
10%
34%
13%
16%
1%
6%
9%
1%
3%
15%15%
Q25. WHAT TIME OF DAY YOU DO YOU FEEL YOU ARE MOST CREATIVE? (PLEASE SELECT ONE.)
Q26. WHAT TIME OF DAY DO YOU FEEL YOU ARE MOST PRODUCTIVE? (PLEASE SELECT ONE.)
Creatives are more productive and efficient in the morning

31.
CREATIVE SHIFT: GERMAN CREATIVES ARE GOING MOBILE GERMANY JUNE 2015
Q46. PLEASE INDICATE WHICH OF THE FOLLOWING STATEMENTS BEST DESCRIBES HOW
YOU FEEL ABOUT YOUR POTENTIAL FOR SUCCESS AS A CREATIVE OF TOMORROW?
Q47A. WHAT KIND OF SKILLS DO YOU THINK YOU NEED TO LEARN TO BECOME A MORE SUCCESSFUL CREATIVE?
WHERE DO YOU THINK THE MOST CREATIVE PEOPLE WORK?
41%
41%
Agencies
5%
2% 1%
22%
Self-employed Corporations
15%
Small
businesses
Educational
institutions
Government
entities
Non-profits
14%
Q23. WHERE DO YOU THINK THE MOST CREATIVE PEOPLE WORK?
Two-fifths believe that the most
creative people work in agencies

32.
CREATIVE SHIFT: GERMAN CREATIVES ARE GOING MOBILE GERMANY JUNE 2015
WHERE DO YOU TYPICALLY GET YOUR BEST CREATIVE IDEAS?
Q24: WHERE DO YOU TYPICALLY GET YOUR BEST CREATIVE IDEAS?
Consuming creative content and exercising inspires
37%
21%
31%
15%
32%
18%
29%
13%
27%
11%
Listening to music
Socializing in a bar or restaurant
Exercising (taking a walk, hike, bike, at the gym, etc.)
Watching TV/movies
Attending events or exhibitions
While commuting
In bed or sleeping or dreaming
Whileviewing my social feed
Reading books, newspapers or magazines
In the shower

33.
CREATIVE SHIFT: GERMAN CREATIVES ARE GOING MOBILE GERMANY JUNE 2015
ARE YOU ABLE TO MEET YOUR FINANCIAL NEEDS WITH
YOUR PRIMARY CREATIVE EMPLOYMENT?
HOW DO YOU SUPPLEMENT YOUR INCOME?
(AMONG THOSE WHO ARE UNABLE TO MEET FINANCIAL
NEEDS THROUGH PRIMARY CREATIVE EMPLOYMENT)
Yes
No
Q7. ARE YOU ABLE TO MEET YOUR FINANCIAL NEEDS WITH YOUR PRIMARY CREATIVE EMPLOYMENT?
Q7A. HOW DO YOU SUPPLEMENT YOUR INCOME? (PLEASE SELECT ALL THAT APPLY.)
Among those who need to supplement their income,
2 in 5 rely on additional work within the creative field
40%
22%
35%
16%
8%
4%
Take creative
side jobs
Get assistance from
family members
Have a part time job
outside of creative field
Live with family
Get government
assistance
Live with
roommates
27%
73%

34.
CREATIVE SHIFT: GERMAN CREATIVES ARE GOING MOBILE GERMANY JUNE 2015
ARE YOU, AS A CREATIVE, HAVING MORE OR LESS
IMPACT TODAY THAN YOU DID TWO YEARS AGO?
HOW DO YOU FEEL YOUR COMPANY/CLIENTS PERCEIVE
THE VALUE OF CREATIVES?
8%
Q17. ARE YOU, AS A CREATIVE, HAVING MORE OR LESS IMPACT TODAY THAN YOU DID TWO YEARS AGO?
Q18. HOW DO YOU FEEL YOUR COMPANY/CLIENTS PERCEIVE THE VALUE OF CREATIVES?
Creatives’ impact is holding steady, yet only 1/3 think
companies perceive a significant value-add from creatives
59% 59%33% 35%
6%
Significantly
more impact
Adding
significant
value
Significantly
less impact
Adding
no value
Same impact Adding
some value

35.
CREATIVE SHIFT: GERMAN CREATIVES ARE GOING MOBILE GERMANY JUNE 2015
WHAT KEEPS YOU UP AT NIGHT AS A CREATIVE?
Q45. WHAT KEEPS YOU UP AT NIGHT AS A CREATIVE?
Top concerns center around inspiration,
job security and expectations
35%
30%
31%
29%
27%
Losing inspiration and motivation
Never making it in my profession
Financial or job security
Pressure to deliver more creative
ideas and content faster than ever
Not meeting the expectations set for me

36.
CREATIVE SHIFT: GERMAN CREATIVES ARE GOING MOBILE GERMANY JUNE 2015
IF YOU HAD COMPLETE CONTROL OF YOUR TIME AS A CREATIVE,
WHICH ONE OF THE TWO ACTIVITIES BELOW WOULD YOU PRIORITIZE?
Q43. IF YOU HAD COMPLETE CONTROL OF YOUR TIME AS A CREATIVE, WHICH ONE OF THE
TWO ACTIVITIES BELOW WOULD YOU PRIORITIZE? Q47A. WHAT KIND OF SKILLS DO YOU THINK
YOU NEED TO LEARN TO BECOME A MORE SUCCESSFUL CREATIVE?
Learning new skills is a priority for creatives
WHAT KIND OF SKILLS DO YOU THINK YOU NEED TO
LEARN TO BECOME A MORE SUCCESSFUL CREATIVE?
56%44%
Other activity
Learning a new
medium or
discipline
54%46%Other skills
of creatives
lacking skills think
learning about
new technology
would help them
be successful

37.
CREATIVE SHIFT: GERMAN CREATIVES ARE GOING MOBILE GERMANY JUNE 2015
WHAT ARE SOME OF THE THINGS THAT MOTIVATE YOU AS A CREATIVE?
Q13. WHAT ARE SOME OF THE THINGS THAT MOTIVATE YOU AS A CREATIVE?
Top motivations revolve around producing high quality,
visible work and knowledge expansion
42%
37%
41%
36%
31%
Seeing my ideas brought to life in the real world
Desire to learn new things
I want to do great work
Reaching a broad audience
Mastering new techniques

38.
CREATIVE SHIFT: GERMAN CREATIVES ARE GOING MOBILE GERMANY JUNE 2015
DO YOU CREATE ANY OF THE FOLLOWING?
IMPACT OF MOBILE CONTENT ON YOU AS A CREATIVE?
(AMONG THOSE WHO CREATE FOR MOBILE)
Q40. DO YOU CREATE CONTENT FOR ANY OF THE FOLLOWING?
Q40A. WHAT KIND OF IMPACT HAS CREATING MOBILE CONTENT HAD ON YOU AS A CREATIVE?
And those who create for mobile feel
it has made a positive impact
Mobile websites
Mobile ads
Apps
None of the above
16%
44%
30%
9%
Negative
No impact
8%
82%Postitive
45%

39.
CREATIVE SHIFT: GERMAN CREATIVES ARE GOING MOBILE GERMANY JUNE 2015