Each year Dentsu Creative surveys hundreds of CMOs around the world in order to understand what they are thinking about brands, businesses and creativity in communications.
The results shows a sense of empowerment. Marketers are turning to creativity and technology to tackle a series of challenges, from climate change to economic upheaval to geopolitical instability and polarisation
Yet amidst all these questions, CMOs number one concern is knowing and owning their customer in a world where it has never been more challenging or rewarding.
The ”Creativity at a Crossroads’ report reveals how businesses, brands, and investment strategies compare with other CMOs.
It explores eight key themes and trends emerging from the data and what it means for brands and businesses.
WINNING THE AUDIENCE
The biggest concern now and in the future is owning and connecting with a rapidly evolving audience as they look beyond Gen Z to Gen Alpha, and what’s next.
- 30 per cent of respondents chose ‘owning the customer relationship’ as their main concern for both 2023 and as they look forward to 2030.
AUGMENTED HUMANITY
CULTURAL CAPITAL
Today they are investing in platforms from podcasts to programming to engage audiences that are harder than ever to interrupt.
- 79 per cent of CMOs agree that ‘in a world where advertising is easier to ignore, it’s more important than ever to entertain and engage.
PURPOSE GETS REAL
They are moving beyond ‘purpose washing’ through campaigns to pivoting their business model to a more sustainable approach for a volatile world.
• 81 per cent of CMOs agree that their business will undergo a fundamental pivot in response to climate change while 78 per cent state that every brand should possess an ethical purpose or a socially conscious mission.
FUNDING FEARS
CMO’s are concerned over the polarised, even toxic, media landscape brands could be funding with their investments and eager to elevate more diverse voices.
- 62 per cent are worried about the potential adverse consequences of their campaigns and investments on the environment and on society.
AI: FRENEMY AT THE GATE
While they welcome efficiencies and are keen to experiment, there is doubt AI-generated content will ever truly touch the hearts of their customers.
83 per cent say that AI will enable human teams to take on more creative tasks, while 86% agree that it will improve efficiency.
CONNECTED PEOPLE
CMO’s don’t have time for silos or boundaries. They want their agency partners to connect the right talent at the right moment, wherever it sits.
- 83 per cent believe brands benefit from consolidating their efforts with one agency holding company, acknowledging the power of the network in a data and technology driven-world.
- Yet 85 per cent marketers also value the diversity of thought that comes from partnering with multiple agencies, calling out the flexibility and agility of local partners.
You can download the full report here
