Market Insight: Corporate America   More than 50% of all Major Corporations Have an In-House Creative Department Facts:   A dramatic increase in major corporations with in-house creative departments has occurred over the past four years.  More than 50% of all major corporations now have such a department up from a 20% figure in 1995.  Current research shows this trend is increasing. These departments are responsible for a range of projects from annual reports, corporate identity, direct promotions, POP, intra/inter/extranets, special events and other collateral support.  These departments not only buy creative and production services, they also retain additional creative/production staff on a per-project basis to meet corporate demands.   Figures: Total number of Major Corporations:    4,596 Total in-house Creative staff:  9,153 Total in-house Creative/Production staff:    13,165 *From the Creative Access Corporate America MasterFile (click here for explanation)   Notable:   Some industries exceed the 50% national average.  When one looks more closely at the figures, more than 66% of each of the following industries has an in-house Creative Department with the Publishing industry leading the way by total number of in-house staff. 19 Shoes 21 Toiletries 23 Amusements, Broadcasting 24 Sporting Goods 26 Games, Toys 27 Universities & Colleges 28 Publishing 43 Department Stores

Detailed Counts		IN HOUSE CREATIVES				UNIVERSE
		--COMPANYS--		--CONTACTS--		COMPANY	IN HOUSE
CLASS	DESCRIPTION	COUNT	PERCENT	COUNT	PERCENT	COUNT	PERCENT
00	Miscellaneous	108	2.4	253	1.92	269	40%
01	Heating	7	0.16	16	0.12	30	23%
02	Lighting	12	0.27	27	0.21	36	33%
03	Electronics, Radio & TV	94	2.09	180	1.37	277	34%
04	Furniture & Floor Coverings	35	0.78	95	0.72	58	60%
05	Hardware	26	0.58	63	0.48	48	54%
06	Household Appliances	19	0.42	44	0.33	39	49%
07	Home Furnishings	31	0.69	95	0.72	59	53%
08	Cleaning Agents	8	0.18	33	0.25	16	50%
09	Smokers' Requisites	6	0.13	24	0.18	16	38%
10	Flour & Cereals	4	0.09	38	0.29	9	44%
11	Sweets	6	0.13	18	0.14	16	38%
12	Restaurants & Franchises	20	0.44	52	0.39	67	30%
13	Food products	83	1.84	209	1.59	237	35%
14	Wines, Liquors & Soft Drinks	20	0.44	68	0.52	63	32%
15	Women's & Children's Apparel	29	0.64	68	0.52	68	43%
16	Men’s & Boy’s Apparel	25	0.56	69	0.52	50	50%
17	Accessories, Jewelry	26	0.58	62	0.47	55	47%
18	Fabrics	13	0.29	33	0.25	36	36%
19	Shoes	19	0.42	69	0.52	29	66%
20	Optical	26	0.58	54	0.41	58	45%
21	Toiletries	65	1.44	192	1.46	96	68%
22	Pharmaceutical	139	3.09	336	2.55	310	45%
23	Amusements, Broadcasting	263	5.84	669	5.08	378	70%
24	Sporting Goods	26	0.58	50	0.38	43	60%
25	Boats, Bicycles & Motorcycles	11	0.24	21	0.16	23	48%
26	Games, Toys, etc.	33	0.73	96	0.73	44	75%
27	Universities & Colleges	338	7.51	877	6.66	455	74%
28	Publishing	1,576	35.01	5,811	44.14	2,109	75%
29	Travel & Transportation	72	1.6	174	1.32	164	44%
30	Airplanes & Accessories	32	0.71	78	0.59	69	46%
31	Automobiles & Trucks	20	0.44	52	0.39	79	25%
32	Travel Trailers	6	0.13	18	0.14	16	38%
33	Tires, Tubes & Plastics	13	0.29	35	0.27	37	35%
34	Gasoline & Lubricants	33	0.73	70	0.53	84	39%
35	Automobile Accessories	19	0.42	37	0.28	46	41%
36	Hotels, Resorts & Real Estate	50	1.11	106	0.81	169	30%
37	Banks & Investments	135	3	407	3.09	366	37%
38	Insurance Carriers	135	3	420	3.19	233	58%
39	Building, Construction & Materials	54	1.2	120	0.91	170	32%
40	Paints, Varnishes & Enamels	6	0.13	14	0.11	14	43%
41	Machinery & Supplies	72	1.6	147	1.12	253	28%
42	Office & Data Processing Equipment	132	2.93	269	2.04	355	37%
43	Department Stores	131	2.91	408	3.1	186	70%
44	Farm Equipment	10	0.22	31	0.24	20	50%
45	Seeds, Plants & Fertilizers	7	0.16	14	0.11	14	50%
46	Livestock, Poultry & Feed	4	0.09	13	0.1	13	31%
47	Associations	259	5.75	602	4.57	435	60%
48	Industrial Chemicals	27	0.6	69	0.52	110	25%
49	Paper, Packaging & Containers	125	2.78	248	1.88	627	20%
50	Public Utilities	91	2.02	211	1.6	199	46%
	TOTALS	4,501	100	13,165	100	8653	52%

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