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2、2030?2023?呢?“?”?28%?“去?”?28%?“?”?28%?副?Z?去?23%?呢?副?32%?77%?务?告去?务?逢?副导?cookie?研?太?牌?逢?告?太?逢?研?“?”?吗?告?Carat?呢?WINNING THEAUDIENCE?副?01DENTSU CREATIVE CMO REPORT 23CREATIVITY AT A CROSSROADS4?AI?CUSTOMER FIRST,SECOND AND THIRD?副?2023?务?逢?2030?30%29%30%28%26%23%28%28%23%20%2023203020232030DENTSU CREAT
3、IVE CMO REPORT 23CREATIVITY AT A CROSSROADS5?牌?去?叙?务?历?研?逢?告?务?去?去?务?务?DENTSU CREATIVE China?KFC?KFC Re:Store?Z?去?1.8?/?6DENTSU CREATIVE CMO REPORT 23CREATIVITY AT A CROSSROADSWHAT IT MEANS FOR BRANDS AND BUSINESSES?匹?副?匹?研?87%?91%?资?太副?93%?84%?吗?88%?“?”?48%?“?”?48%?“?AR?愿?匹?”?45%?“?”?43%?副?5?35%?纸?
4、28%?28%?27%?确?务?2022?4?AUGMENTED HUMANITY?02DENTSU CREATIVE CMO REPORT 23CREATIVITY AT A CROSSROADS7?2022202220222022202338%43%43%48%202337%43%202334%48%2023WHAT MAKESA GREAT BRAND EXPERIENCE?8DENTSU CREATIVE CMO REPORT 23CREATIVITY AT A CROSSROADSA NEW EXPERIENCE TOOLKIT?AR?AI?AI?Web 3.0?20%21%22%2
5、2%27%28%35%34%28%DENTSU CREATIVE CMO REPORT 23CREATIVITY AT A CROSSROADS9?研?AR?研?去?太?务?去?务?DENTSU CREATIVE US?Eurofarma?“?”?Scrolling Therapy?10DENTSU CREATIVE CMO REPORT 23CREATIVITY AT A CROSSROADSWHAT IT MEANS FOR BRANDS AND BUSINESSES?79%?“?牌?匹?呢?”86%?务?务?务?58%?务?75%?72%?vs?38%?“?”?37%?34%?33%?3
6、2%?IP?务?41%?40%?IP?48%?40%?YouTube?Instagram?研?54%?YouTube?Instagram?51%?CULTURAL CAPITAL?牌?03DENTSU CREATIVE CMO REPORT 23CREATIVITY AT A CROSSROADS11CONNECTING CONTENT AND COMMERCE?Netflix?HBO?42%?研?TikTok?吗?研38%?TikTok?吗?副?80%?12DENTSU CREATIVE CMO REPORT 23CREATIVITY AT A CROSSROADS86%?79%?匹?58%
7、?THERES NO BUSINESS WITHOUT SHOW BUSINESS?2023?DENTSU CREATIVE CMO REPORT 23CREATIVITY AT A CROSSROADS13CONNECTING THROUGH CULTURE?38%?名?37%34%28%21%28%DENTSU CREATIVE CMO REPORT 23CREATIVITY AT A CROSSROADS14?呢?告?务?吗?务?呢?DENTSU CREATIVE US?Flo Milli?7-11?15DENTSU CREATIVE CMO REPORT 23CREATIVITY AT
8、 A CROSSROADSWHAT IT MEANS FOR BRANDS AND BUSINESSES?69%?呢?逢?78%?副?2023?81%?聊?78%?94%?逢?导?去?PURPOSEGETS REAL?04DENTSU CREATIVE CMO REPORT 23CREATIVITY AT A CROSSROADS16MAKING IT REAL?45%?逢?告?20222023?45%57%?45%53%?39%50%?37%40%?32%34%DENTSU CREATIVE CMO REPORT 23CREATIVITY AT A CROSSROADS17?叙?告?Dent
9、suGood Canopy?逢?告?告?DENTSU CREATIVE US?“?”?Colors of the World?18DENTSU CREATIVE CMO REPORT 23CREATIVITY AT A CROSSROADSWHAT IT MEANS FOR BRANDS AND BUSINESSES?告?86%?83%?务?94%?62%?64%?务?务?太?59%?去?呢?86%?去?去?FUNDINGFEARS?05DENTSU CREATIVE CMO REPORT 23CREATIVITY AT A CROSSROADS19HOPE FOR THE FUTURE?告?
10、逢?副?81%?88%?81%?88%?DENTSU CREATIVE CMO REPORT 23CREATIVITY AT A CROSSROADS20?吗?历?告?名?副?逢?2030?呢?“De-Influencing”?导?Be Real?务?AI?愿?Dentsu VI?21DENTSU CREATIVE CMO REPORT 23CREATIVITY AT A CROSSROADSWHAT IT MEANS FOR BRANDS AND BUSINESSES?AI?“AI?对”?“对?”?去?83%?86%?87%?AI去?26%?AI?逢?57%?AI?务?告?61%?AI?AI
11、?告?82%?吗?务?去?AI?模?去?75%?AI:FRENEMY AT THE GATEAI?A I?副?06DENTSU CREATIVE CMO REPORT 23CREATIVITY AT A CROSSROADS22HUMAN-CREATED CONTENT?77%?去?AI?纸?逢?81%?确?务?AI?历?23DENTSU CREATIVE CMO REPORT 23CREATIVITY AT A CROSSROADS?逢?AI?告?的?Adobe?Firefly?Sansei?AI?逢?AI?告?务?AI?AI?纸?告?纸?研?“?”?DENTSU CREATIVE Port
12、ugal?AI?“Jardim Sonoro”?逢?24DENTSU CREATIVE CMO REPORT 23CREATIVITY AT A CROSSROADSWHAT IT MEANS FOR BRANDS AND BUSINESSES?去?名?83%?去?尽?研?去?逢?85%?去?名?86%?去?聊研?去?呢?去?纸?去?去?确?研?77%?35%?“?”?75%?33%?“?”?逢?务?“?”?88%?逢?CONNECTEDPEOPLE?07DENTSU CREATIVE CMO REPORT 23CREATIVITY AT A CROSSROADS25UK?US?CHINA?I
13、NDIA?CANADA?AUSTRALIA?BRAZIL?ITALY?SPAIN?39%36%36%42%31%32%23%36%34%24%36%48%40%28%29%29%31%DENTSU CREATIVE CMO REPORT 23CREATIVITY AT A CROSSROADS26BALANCINGBRANDANDDEMAND?vs?副?逢?告?务?纸?务?研?历?务?历?逢?模?纸?去?愿副?去?呢?研?纸?去?去?务?务?DENTSU CREATIVE India&Portugal?The EverythingBook?,?27DENTSU CREATIVE CMO REP
14、ORT 23CREATIVITY AT A CROSSROADSWHAT IT MEANS FOR BRANDS AND BUSINESSES?去?去?务?匹?THRIVING IN ACONNECTED WORLD?在 互 联 世 界 里 蓬 勃 生 长 所 需 的 技 能 源 自 品 牌、体 验 与 文 化 的 碰 撞08?匹?纸?DENTSU CREATIVE CMO REPORT 23CREATIVITY AT A CROSSROADS28CREATIVITY FOR A CONNECTED WORLD?去?去?副?纸?DENTSU CREATIVE?BRAND?EXPERIENCE?SHAPING SOCIETY?CREATING CULTURE?INVENTING THE FUTURE?CULTURE?DENTSU CREATIVE?DENTSU CREATIVE CMO REPORT 23CREATIVITY AT A CROSSROADS29?逢?85%?务?副?94%?60%?务?75%?72%?吗?导?务?历?研?务?纸?太?牌?纸?历?BEYOND BRAVERY?DENTSU CREATIVE CMO REPORT 23CREATIVITY AT A CROSSROADS30?历?资?务?700?2023?5?THANK YOU