BENGALURU, INDIA — Dentsu Creative has released the results of its annual survey of Chief Marketing Officers in the UK, US, China, India, and Brazil, providing a stark insight into what today’s clients need and want most from their agencies. The data shows clients’ belief that while consumer behavior has changed significantly, the agency model is yet to respond and their frustration with agency silos.
78% of CMOs feel that the silo-ed agency model is no longer fit for purpose, while 82% want to see agencies seamlessly combine capabilities to deliver new and innovative solutions, agreeing “I want to see creative solutions across every aspect of my business – Media, Commerce, and CXM – just as much as in campaigns.”
When asked what is needed to engage the next generation of consumers, 63% of CMOs say that brands need to create, rather than borrow, from culture. The vast majority, at 84%, believe that to connect with younger generations, brands now need to “entertain and engage” to earn attention through entertainment properties or rich virtual experiences. Most importantly, they believe that connecting the right diverse talent around their challenges, regardless of silos or geographies, is the only way to deliver work that will resonate in culture.
Hungry for change, CMOs agree that in today’s connected world, traditional scale is no longer the advantage it once was. 85% of clients agree there should be a more intelligent way to scale for a sustainable world, while 76% simply want their agencies to connect the right talent around the right brief, regardless of where it sits. Diverse creative talent is seen by CMOs as a key enabler of modern creativity, with an agreement that differences of thought and background can yield the strongest work. Today’s clients demand that agency teams should reflect the diversity of the modern world.
In June of this year, DENTSU CREATIVE announced the coming together of its diverse creative agencies under a single banner, connecting core skills in brand and experience with modern capabilities in entertainment, earned and experience and reflecting the network’s commitment to a new and modern vision for creativity. Creativity creates culture, changes society, and invents new possibilities.
dentsu International Global Chief Creative Officer Fred Levron said, “We introduced DENTSU CREATIVE to the world in the belief that clients want something new and different. That they are tired of artificial silos and complexity and seeking modern, integrated creativity. This survey showed that today’s CMOs are with us all the way on that. They don’t want creativity to stay in its swim lane, they want to see creativity across every aspect of their business – across media and CXM just as much as campaigns and content. That’s why we designed Dentsu Creative, not only to bring together our amazing capabilities in entertainment, experience, storytelling, and innovation, but to integrate seamlessly with our Media and CXM businesses. Clients are asking agencies to create culture, to invent new possibilities, to help reshape society and we care ready to deliver this.”
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