Innovation Inspires Creativity

A study by the American Advertising Federation (AAF) showed:

* An overwhelming majority of respondents (87.4 percent) believe that the pace and scope of innovation in the media landscape inspires creativity.

* Seventy-three percent of respondents said that one to 20 percent of their budget is reserved for experimentation and new media properties. Significant, however, is the finding that 12.37 percent of respondents list 21 to 40 percent of their budget as reserved for these items.