The Creative Census, an annual survey of Australia's media and marketing industries, is returning for its third year. Presented by QMS, Australia's leading digital out of home (DOOH) company, the survey aims to measure creative thinking within the industry. It does this by asking participants about their perceptions of creativity, collaboration, and innovation within their companies.

The survey consists of 24 questions and is open to participants working in media publishers, agencies (media, creative, content, production, communications) and consumer marketing. The results of the survey are used to benchmark the creativity of organisations and identify areas for improvement.

Wade Kingsley, Founder of The Creative Census, emphasised the importance of the survey in providing metrics around creativity. He said, "Industry leaders rightfully talk up creativity as an important differentiator of their business. The Census is designed to put some metrics around it. The degree of how creative, and effective campaign work is, is the job of awards. While that's important, we think it's measurement after the fact. With the Census we aim to elevate the conversation about how the creativity of organisations can be benchmarked and therefore improved."

The Creative Census is unique in its focus on creativity within the industry, and its results provide valuable insights for organisations looking to improve their creative output. The survey will open for participation on 1 September, with results to be released in mid-October.

Tennille Burt, QMS Chief Marketing Officer, highlighted the importance of the Creative Census in understanding the value of creativity in the industry. She stated, "Out of home has long been one of the most creative media channels and the exponential rate of innovation in DOOH has significantly increased its appeal, impact and influence. As the only survey of its kind in Australia, The Creative Census sets an important benchmark and adds to the marketing and media industry's understanding of the value of creativity. We're delighted to be partnering with Wade on this year's survey."