As technology drives today’s digital marketing world, creative and information technology (IT) professionals are finding themselves working together more frequently. But this new partnership is not without challenges, research from The Creative Group and Robert Half Technology shows.

1. The Creative Group survey of 400 U.S. advertising and marketing executives.
Robert Half Technology survey of more than 2,400 U.S. chief information officers.
© 2015 Robert Half International. An Equal Opportunity Employer M/F/Disability/Vet.
Getting different departments to work together is often easier said than done.
Research shows that while creative and information technology (IT) teams are
collaborating more closely, barriers to effective partnering persist.
CREATIVE-IT COLLABORATION
ON THE RISE

2. The Creative Group survey of 400 U.S. advertising and marketing executives.
Robert Half Technology survey of more than 2,400 U.S. chief information officers.
© 2015 Robert Half International. An Equal Opportunity Employer M/F/Disability/Vet.
30%
Compared to three years ago, how closely are you
collaborating with technology leaders within your
company?
Much more closely
Responses do not total 100 percent due to rounding.
WE ASKED CREATIVE EXECUTIVES
55% say they are collaborating more closely with
technology leaders
25%Somewhat more closely
The same amount
3%Somewhat less closely
39%
Much less closely
1%Does not apply/no technology leaders
0%
Don’t know 1%

3. The Creative Group survey of 400 U.S. advertising and marketing executives.
Robert Half Technology survey of more than 2,400 U.S. chief information officers.
© 2015 Robert Half International. An Equal Opportunity Employer M/F/Disability/Vet.
TOP RESPONSES FROM CREATIVE EXECUTIVES
What is the #1 challenge for creative/marketing professionals when collaborating with IT peers?
Communication &
Working Together
“Understanding their tech terms —
they’re forever changing.”
“Finding a common verbal agreement.
Tech pros think it’s all about the tools
and creative pros think it’s all about the
ideas.”
“Accepting constructive criticism.”

4. The Creative Group survey of 400 U.S. advertising and marketing executives.
Robert Half Technology survey of more than 2,400 U.S. chief information officers.
© 2015 Robert Half International. An Equal Opportunity Employer M/F/Disability/Vet.
TOP RESPONSES FROM CREATIVE EXECUTIVES
What is the #1 challenge for creative/marketing professionals when collaborating with IT peers?
Project &
Execution Logistics
“Getting their attention — professionals
in IT are often only accustomed to
working with other professionals in IT.”
“Figuring out if they have time to even
get involved with what we’re doing.”
“Being clear about what the purpose of
our meetings are and what needs to be
accomplished.”
?

5. The Creative Group survey of 400 U.S. advertising and marketing executives.
Robert Half Technology survey of more than 2,400 U.S. chief information officers.
© 2015 Robert Half International. An Equal Opportunity Employer M/F/Disability/Vet.
12%
Compared to three years ago, how closely are you
collaborating with creative leaders within your
company?
Much more closely
Responses do not total 100 percent due to rounding.
WE ASKED IT EXECUTIVES
33% say they are collaborating more closely with
creative leaders
21%Somewhat more closely
The same amount
3%Somewhat less closely
37%
Much less closely
23%Does not apply/no creative leaders
2%
Don’t know 1%

6. The Creative Group survey of 400 U.S. advertising and marketing executives.
Robert Half Technology survey of more than 2,400 U.S. chief information officers.
© 2015 Robert Half International. An Equal Opportunity Employer M/F/Disability/Vet.
What is the #1 challenge for IT professionals when collaborating with creative/marketing peers?
“Lack of communication — they sometimes make
decisions and put things in process without asking for
input from the people who actually make the
technology work.”
“Communicating technical details concisely and
making sure they understand what those
details mean.”
“Managing expectations because they want things
that don’t exist.”
TOP RESPONSES FROM IT EXECUTIVES
Communication &
Working Together

7. The Creative Group survey of 400 U.S. advertising and marketing executives.
Robert Half Technology survey of more than 2,400 U.S. chief information officers.
© 2015 Robert Half International. An Equal Opportunity Employer M/F/Disability/Vet.
TOP RESPONSES FROM IT EXECUTIVES
What is the #1 challenge for IT professionals when collaborating with creative/marketing peers?
IT-Related Challenges
“Making sure the creative/marketing
department is aware of the tools available in
the market.”
“Being able to afford what it is they’d like
us to do.”
“Trying to get the creative/marketing
department to understand the time it takes to
complete web projects.”
?$

8. The Creative Group survey of 400 U.S. advertising and marketing executives.
Robert Half Technology survey of more than 2,400 U.S. chief information officers.
© 2015 Robert Half International. An Equal Opportunity Employer M/F/Disability/Vet.
How well are your company’s creative and
IT teams working together?
CREATIVE-IT COLLABORATION
ON THE RISE
For more workplace research, visit the
TCG blog and the Robert Half Technology blog.