Many CMOs are conscious that their tried and tested paid investments may be less impactful with a new generation of consumers.
84% agree “I need to win share of culture, not just share of voice,” rising to 88% among B2C marketers, while 70% agree “My paid media investment isn’t working as hard as it used to.”
There’s no question that the media landscape is changing dramatically. Recent analysis from Ofcom shows that time spent with traditional, live TV has dropped to just 17 minutes a day among 16-24 year olds versus 158 minutes for 55-64 year- olds. YouTube accounts for 13.4% of TV watch time in the US. (Sources: Ofcom, Nielsen).
The opportunities for brands to build their own platforms and own their own audiences are immense, however, most marketers lack a tried and tested playbook for building brands through culture, particularly at global scale. 81% of CMOs agree “The future is about building my brand through culture, but there aren’t enough tried and tested examples of how to do it.” although this figure drops to 74% in the UK and just 58% in Mexico.
40% agree that knowing how or where their brand should credibly connect with culture is a significant challenge for their marketing efforts, and the same percentage agree that responding at the pace of culture is a significant challenge for their marketing team. Cultural agility is a particular challenge for the North American, Australian, French and German markets, while cultural credibility is a particularly acute problem in Germany, South Africa and France.
With a view to building cultural impact, CMOs are investing in a range of strategies and platforms, from sports sponsorships to music partnerships, publishing and programming.
We see significant differences across markets in the channels and platforms identified: France are significantly more likely than other markets to invest in grass roots community building, India in programming and UGC and Mexico in events.
Understanding the fast-changing worlds of culture and entertainment led Dentsu Creative Iberia to partner with Cristiano Ronaldo on his journey from sports star to media mogul.
The UR Cristiano YouTube channel broke 14 world records on the way to over 76 million subscribers.
OUR WORK…
SCOOP THE GOLDEN MOON
ADVERTISER/BRAND: ZESPRI
CREATIVE AGENCY: DENTSU CREATIVE
Meeting evolving tastes head-on, Zespri Kiwifruit offers a refreshing alternative, blending rich nutrition with the meaningful, modern art of gift-giving. And what’s even more interesting is the undeniable connection—Zespri’s kiwifruits, with their perfectly round, golden hue, strikingly mirror the luminous roundness of the full moon.
In a creative pre-festival surprise, the playful Kiwifruit Brothers orchestrated a whimsical “Moon Swap” across three legendary cultural landmarks—Shanghai’s Yuyuan Garden, Guangzhou’s Taikoo Wharf, and Beijing’s Drum Tower Lantern Festival. Towering golden kiwifruit-shaped lanterns lit up the night sky, perfectly mirroring the full moon and weaving Zespri’s fresh vitality into rich local traditions.
Traditional customs like moonlit wish-making and lantern riddles set the stage for an enchanting immersive experience. The spectacle even captured the spotlight on CCTV’s prime news program, prominently showcased during the prestigious Xinwen Lianbo evening broadcast.
With a 26% jump in overall sales and gift-pack sales surging 55%, Zespri has become the definitive choice for Mid-Autumn gifting.
READ MORE:Scoop the Golden Moon | WORKS
This article is selected from Dentsu Creative’s 2025 CMO Report, “Agents of Reinvention: Marketing at the Intersection of AI and Human Ingenuity.”
Drawing on perspectives from over 1,950 senior marketing leaders across 14 markets, the report identifies 10 key themes set to shape marketing in 2025—from anticipating the algorithm and investing in intimacy, to building trust and cultivating taste in the age of Agentic AI.
Explore actionable strategies to meet these challenges and drive growth, while balancing success in both culture and commerce.
To access the full 2025 CMO Report, visit the Dentsu Creative global website:
www.dentsucreative.com/news/dentsu-creative-cmo-report-2025
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