电通（Dentsu）：2023创意趋势报告：新都市物语（英文版）（78页）.pdf

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1、2023 is riddled with uncertainties.War,inflation,crisis upon crisis.As an industry,there are huge challenges coming our way.But there are also many certainties.Creativity wins.Emotion wins.Innovation and collaboration wins.Challenging times are no time for business as usual.Our DENTSU CREATIVE trend

2、s report explores the challenges coming our way but also the opportunities for brands with the courage and imagination to embrace a new modern creative toolkit and create culture,imagine a better future and make it possible.A TALE OF NEW CITIESDENTSU CREATIVE TRENDSINTRODUCTION&TRENDSFRED LEVRON,GLO

3、BAL CCO,DENTSU新都市物語2At the end of 2022,it was hard to escape the feeling that eras and empires were endingor beginning.Around the world we saw immense volatility,as the cost of living spiralled,conservative policies challenged progressive social agendas and energy instability became all too real.As

4、2023 begins,we see both alarming steps backward as a societywith talk of black outs,rationing and hyper-inflationand green shoots of hope.Perhaps most exciting is the sense that individuals and communities are writing their own narratives,rejecting a sense of top down,homogenous cultural influence.O

5、ur predictions for 2023 acknowledge the tensions,volatility and struggles facing society today and,on the flip side,the opportunities,tools and platforms that exist to enable communities to build the worlds they want to see.A TALE OF NEW CITIESDENTSU CREATIVE TRENDSINTRODUCTION&TRENDSPATRICIA McDONA

6、LD,CHIEF STRATEGY OFFICER,DENTSU CREATIVE3Traditionally,trend reports point the way forward to a bold and exciting new future.Where innovation unlocks exciting new possibilities for humanity,and where we move inexorably and inevitably forward.As we look towards 2023 its hard to escape the sense that