From Omnichannel to Omnipresent Creativity

From Omnichannel to Omnipresent Creativity | CMO REPORT

电通创意

2024-08-22

导读：CMOs need creativity in every aspect of their business not just communications.

In a fast-changing world, where growth is harder to come by, CMOs need creativity in every aspect of their business not just communications.

82% believe Creativity has more potential than ever to unlock growth.

There’s much debate as to why that might be, and how the pattern is evolving, but one answer perhaps is how we define effectiveness. The world has changed, while the ways we measure impact have largely stayed the same. With relatively few exceptions, the industry is set up to measure the familiar dopamine hit of a paid (often TV-led) campaign.

Which doesn’t entirely reflect the way creativity grows businesses today. CMOs are crying out for creativity across every aspect of their business. Creativity in CX, creativity in tackling Sustainability, Creativity applied across their most urgent business problems.

81% of CMOs feel creativity is more important to marketing than ever. Creativity is regarded as the ultimate force that drives business growth and solves business problems – 89% agree, 57% agreeing strongly.

What’s more, CMOs are crying out for creativity in surprising places, as commercial and societal problems become more complex and more interconnected, breakthrough thinking is needed more than ever. 83% of CMOs agree that Creativity is vital in driving CX transformation, while 80% believe that a creative approach to solving sustainability challenges is vital for business.

83% of CMOs believe that creativity has more potential than ever to unlock business growth. This is resonating particularly highly with Food & Beverage (88%); Personal and Household Care (97%) and Pharmaceuticals (85%) marketers.

With this in mind, perhaps it’s time we redefined creative effectiveness and look not only at how we can drive growth within existing business and communications models, but at how we can transform the model entirely.

The content of this article is sourced from the DENTSU CREATIVE 2024 CMO REPORT. Now in its fifth year, the annual study is conducted to provide insight into the hearts and minds of CMOs globally, to help benchmark their direction against peers, and support them developing their creative, experience and innovation roadmaps. To form the CMO Report, the responses to 45 questions posed to 950 CMOs in Australia, Brazil, China, Canada, Germany, Italy, India, Japan, Mexico, Saudi Arabia, Spain, the UAE, US and UK.

Eight key themes have been identified to offer an indispensable industry toolkit and roadmap, this year calling for agencies to not only respond to briefs but also to challenge them and drive transformative change.

TO READ THE 2024 CMO REPORT IN FULL, PLEASE DOWNLOAD FROM THE DENTSU CREATIVE GLOBAL WEBSITE.

www.dentsucreative.com/news/dentsu-creative-cmo-survey-2024