Thriving in A Connected World | CMO REPORT- 大数跨境

Thriving in A Connected World | CMO REPORT

电通创意

2023-12-22

导读：The skills needed to thrive in a connected world sit firmly at the intersection of brand, experience

A connected world creates new challenges but also new opportunities as the boundaries between culture, commerce, entertainment and experience blur, enabling new possibilities for businesses and brands to connect with modern customers in the spaces and places that matter most.

For a generation of CMOs who value knowing and owning their audience above all else, responding to changing customer expectations and behaviors is imperative.

That means responding to a generation with heightened expectations of brand integrity, heightened expectations of customer experience, and increased ability to avoid content that fails to engage or entertain.

THRIVING IN A CONNECTED WORLD: BY THE NUMBERS…

Despite dramatic advances in technology, CMOs remain committed to the transformative power of creativity.

85%

85% view creativity as a catalyst for economic growth, with this sentiment increasing to 94% among US marketers.

75%

When we consider CMOs’ attitudes to creative risk-taking, 60% agree that we are not taking enough creative risks as an industry, rising to 75% in China and 72% in Italy.

Yet perhaps it’s time to move beyond the notion that less traditional approaches are a risk and instead see them as the safest and most effective strategy for engaging customers in a rapidly changing world.

If the exponential rise of AI teaches us anything it’s that innovation can no longer be at the periphery of what we do. The very new becomes the new normal all too quickly.

THRIVING IN A CONNECTED WORLD: WHAT IT LOOKS LIKE…

CREATIVITY FOR A CONNECTED WORLD

The only truly effective strategy for modern brands is to connect with modern customers in the spaces and places that matter most to them. That means innovating at the intersection of brand, experience, and culture, creating ideas that change society, create culture and invent new possibilities.

At DENTSU CREATIVE, we believe that in a changing landscape, brands are built through actions, experiences, and culture.

Actions that place purpose at the core of the business, not the periphery.

Experiences that connect craft and innovation to deliver truly distinctive and delightful interactions.

Creativity that creates culture and earns its own audience; both creating entertaining campaigns, and enduring entertainment platforms.

At DENTSU CREATIVE, we connect diverse skills and specialisms to imagine new possibilities. We know the future belongs to those with the imagination to invent it.

WHAT IT MEANS FOR BRANDS AND BUSINESSES…

BEYOND BRAVERY

We’ve long had the evidence, as an industry, that famous, attentiongrabbing work has the greatest commercial impact. To reach new audiences, we have no choice but to bring breakthrough creativity to bear in the channels that reach, connect with, and convert them most effectively. Only then do we stand a chance of creating ideas with true

and lasting impact.

The choice is simple: innovate, entertain, inspire, or be ignored.

In that scenario, creativity that creates culture, shapes society, and invents new possibilities is not a luxury but an essential.

At this crossroads for creativity, what could be more exciting?

This article is part of DENTSU CREATIVE’s 2023 Global CMO Report, ‘Creativity at a Crosswords’. Using data from a survey of 700 CMOs and senior marketers in the US, UK, Australia, Brazil, Canada, China, India, Italy, and Spain, the report has identified eight key themes which show that despite being an industry at a crossroads, it is one empowered by creativity and technology.

Our report helps you understand how your business, brand, and investment strategies compare with other CMOs. Are you in step with peers around the industry or carving your own path? Are there areas where you’re investing ahead of the industry or others where you may be lagging?

For full report, please visit DENTSU CREATIVE global website:

www.dentsucreative.com/news/CMO-report-2023-download

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DENTSU CREATIVE 2023 CMO Report: Creativity at a Crosswords

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