NJCI Insights | Do companies truly value their creative teams?

TL:DR Creativity drives licensing and brand extension success, but we found through the NJCI survey, many creative teams feel undervalued by their companies, with their roles being limited to execution only.""

Creativity is the spark that ignites fandom. Whether it's cryptic easter eggs or details inspired by a character's lore, these design details are the industry's most valuable asset—it’s the beating heart of licensing. Clever creative resonates with audiences, inspiring them to immerse themselves in fictional worlds for hours, collect every figurine in existence, travel across continents for conventions, and forge connections with strangers worldwide. It even inspires some to get tattoos, symbolising their life-long allegiance.

So if creativity is so important to licensing and brands, companies should have a pretty good understanding of the value that creative teams bring to the table, right? Well, let’s find out!

For the next question in the ‘Not Just Colouring In’ survey, we asked professional creatives, "On the whole, I’d say the companies I have experience of: recognise the value of creativity and creative teams". The responses averaged out at a middling 6.2 out of 10. This raises an important question: do companies truly understand the potential of their creative teams, or are they under utilising them as mere "colourers-in"? This week we are switching the perspective when examining our findings from the NJCI survey. We’ll focus on what companies are missing out on when they overlook creative and provide a couple of recommendations for the future.

The true role of creative teams

Creative teams do far more than "just make things look nice." They play a vital role in the development of licensed products, brands, and campaigns. Their work goes beyond aesthetics—they shape the core identity of a product, ensure consistency across brand collaborations, and help create compelling stories that resonate with consumers. Without their vision, many of the most successful licensing ventures simply wouldn’t happen.

In a sector as dynamic as licensing, where trends shift quickly and competition is fierce, creative innovation can make the difference between a standout product and one that fades into the background. Creatives bring fresh perspectives, spot opportunities for differentiation, and ensure that brands remain culturally relevant. In short, they are the driving force behind memorable consumer experiences and sustained business growth.

Is creativity under appreciated?

Despite this essential role, the survey results suggest that many companies may not fully appreciate what their creative teams bring to the table. A score of 6.2 is middling at best—indicating that while some creatives feel valued, many are frustrated by the limited recognition of their skills and contributions. The main grievances revolve around a lack of involvement in strategic decision-making and being confined to execution rather than idea generation.

This can have significant consequences. When creative teams are relegated to “colouring in,” companies miss out on their ability to provide meaningful input that drives product innovation and enhances brand value. For instance, creatives who are empowered to influence the bigger picture can identify untapped licensing opportunities or propose unique design approaches that distinguish a brand from its competitors.

Do you want innovation - or just colouring in?

For commercial teams, this raises a fundamental question: do you want a creative team that simply executes instructions, or do you want one that drives innovation and provides strategic input? If your creative teams are only involved at the end of a project, you’re likely underutilizing them—and limiting your company’s potential for real innovation.

Valuing creativity doesn’t mean giving up control. It means seeing your creative team as a partner in shaping your brand’s direction, not just as an executor of pre-determined plans. When commercial and creative teams work hand-in-hand, they create a powerful synergy that leads to more innovative products, stronger brand recognition, and, ultimately, better business results.

Unlocking the full potential of creative teams

To stay competitive in licensing, companies need to unlock the full potential of their creative teams. This means recognising their value as more than just executional resources—it means engaging them early in the process and trusting their insights to guide strategy. Businesses that invest in and respect their creative talent see more innovative solutions and better market performance.

So, the next time you’re working with your creative department or trying to attract top creative talent to work with you, ask yourself: Are you empowering them to help shape the future of your brand, or are they simply colouring in your ideas? The answer could determine your company’s success.

Creative leads:

You are not just colouring in if … positioning yourself as a key player in shaping not just the execution but the vision and direction of projects. Identifying and showcasing where the work of the creative department has resulted in commercial success for the business in a quantifiable way.

Creative professionals:

You are not just colouring in if … you go beyond the execution of tasks and actively contribute ideas that can drive the project forward. Don’t hesitate to share your unique perspectives and insights on how design elements can enhance brand value or resonate more deeply with the target audience.

Want to be part of NJCI?

NJCI is dedicated to transforming the way we view creative departments. We understand that you want to move away from seeing these teams as mere cost centres and instead highlight them as essential drivers of profit. The 2024 NJCI report is the initial step towards this transformation.

Sign up with NJCI here to receive the report today. Inside, you'll find valuable insights from industry creatives and Skew’s strategic recommendations for the future.