Agency marketers believe that brands and marketing departments are guilty of playing it too safe, the consequence being that campaigns are weaker than they were two years ago.

This is the finding of a study by Blue Skies Marketing, which questioned 599 marketing, PR, creative design and account management professionals.

Of those surveyed, 66% said that they believe that brands are being less bold with their ad campaigns today than they were two years ago. Agency respondents were more critical, with 90% echoing this view.

Clientside marketers are less critical, with 50% believing that brands are losing their creative edge.

In addition, the survey found that 78% of agency executives were happy with their current role compared with 63% of their client-side or in-house counterparts, suggesting that they are free to be more creative than in-house marketers.