Everyone who’s anyone knows that the world’s most disruptive and commercially successful brands are built on creativity. In every sector, pick a market leader and you’ll find a company with it in their DNA: adidas, Apple, A24, Athletic Brewing Co … and we’re only on ‘A’.

In fact (according to a recent report published by us at Ask Us For Ideas), the senior marketers, founders and brand leaders of the world attribute 60% of a company’s success purely to creativity, design and marketing – leaving a scant 40% to be steered by things like product, innovation or leadership. It’s something that’s echoed both by big consultants – McKinsey says it drives business innovation and growth – and consumers, who also love creatively well-executed brands.

So with more people being converted to creativity’s cause each year, you’d think budgets would be going up exponentially, right? Well no, that’s not exactly the story.