Dentsu Creative recently released its 2023 CMO report surveying over 700 marketing executives on trends and attitudes. We summarize the top takeaways for brands, agencies, and media.
Top Findings for Brands
- Prioritize owning the customer relationship as competition intensifies
- Build brands via experiences at the intersection of creativity and technology
- Create entertainment properties and culture to capture attention
- Make sustainability central to business strategy, not just marketing
- Carefully evaluate advertising’s societal impacts and polarization risks
Top Findings for Agencies
- Combine emotion and personalization in experience design
- Provide flexible access to diverse talent and skills
- Balance brand building and performance marketing
- Adopt AI to enhance creativity rather than replace it
- Mitigate generative content risks while leveraging efficiencies
Top Findings for Media
- Leverage in-person and interruptive channels for brand building
- Blur boundaries between content and commerce
- Cater to shifting preferences like streaming over linear TV
- Give cautious consideration to funding divisive content
- Maintain brand safety standards amidst influencer marketing growth
Owning the Customer Relationship in a Competitive Marketplace
The top priority for CMOs is owning the customer relationship as competition intensifies. 30% called this their top concern for both 2023 and looking ahead to 2030. Brands must provide value exchanges through exclusive content and experiences to nurture direct relationships in a cookieless world.
Agencies must help craft distinct and personalized experiences across all touchpoints matching the brand promise. Media should enable brands to precisely target and engage known customers.
Building Brands at the Intersection of Creativity and Technology
87% of CMOs believe brands today are built through experiences. A powerful creative idea enhanced by innovative interfaces and delightful interactions is critical.
Agencies must combine craft and innovation to create immersive brand experiences leveraging new tools like social commerce, virtual avatars, and VR. Media should provide canvas and environments to bring experiences to life.
Creating Culture and Capturing Attention
79% of CMOs say brands must entertain versus just interrupt. Branded content, influencers, and entertainment platforms are key investment areas. YouTube and Instagram have high creative potential.
Agencies should aspire to create culture through compelling content and entertainment properties. Media should offer engaging platforms that blur content and commerce.
Sustainability Becoming Core to Business Strategy
81% expect a fundamental business pivot in response to climate change. Good corporate citizenship is becoming central to commercial success.
While purpose has risks, agencies must help brands authentically improve environmental and social impacts. Media should ensure brand safety standards are met by influencers and within content.
Carefully Evaluating Advertising’s Societal Impacts
64% worry ad spend contributes to political polarization. 59% are concerned about social media’s impact on youth. But 88% believe advertising can change society for the better.
Agencies must help clients navigate responsible advertising and mitigate risks. Media has an obligation to consider the health of discourse that ad budgets support.
Adopting AI to Enhance Creativity and Experiences
87% see generative AI as the future of marketing. But 75% think it can’t replace human creativity. AI promises personalization and efficiency.
Agencies should tap AI’s potential while ensuring human craft retains importance. Media can gain from automated efficiencies while maintaining safety.
Conclusion
As creativity stands at a crossroads, marketing leaders face new opportunities to leverage technology while retaining human connection. With careful consideration of risks, advertising creativity can continue driving business success and societal progress.