电通创意：2025年创意趋势报告：消费者行为趋势、品牌参与度与文化趋势分析（中译版）（32页）.pdf

1、TRENDS2025FRAGMENT FORWARD02FRAGMENT FORWARDWELCOME TOOUR TRENDSREPORT5 TRENDS FOR 2025ABBEY KLAASSEN,GLOBAL BRAND PRESIDENTDENTSU CREATIVE“Winning in the age of the algorithm means winning an outsized share of culture,not just a robust share of voice.Our work with Nutter Butter,for example,understa

2、nds how to hack the weird and wonderful side of internet culture to revive the fortunes of a 55 year old cookie brand.The challenge brands face in the age of the algorithm is that it is very easy for all highly optimized content to start to look the same so when we think about the efficiency AI brin

3、gs us we also need to blend AI-Assisted production with craft and brand distinctiveness.Our work with Adobe is helping brands make AI work for them,rather than contributing to a sea of sameness.”PATS McDONALD,GLOBAL CHIEF STRATEGY OFFICERDENTSU CREATIVE“As we look around,we see a world where markete

4、rs and innovators are using all manner of tactics to try to engineer the sense of togetherness we once perhaps took for granted.From innovative wearables to social experiments to the power of nostalgia,there is a huge drive to fill what we call the“togetherness deficit”.Which provides a huge challen

5、ge,and opportunity for the industry;to create ideas and platforms that connect brands to culture,businesses to customers and communities to one another.”YASU SASAKI,GLOBAL CHIEF CREATIVE OFFICERDENTSU“As a creative,Im constantly looking to the future,but inspired as well by the craft and beauty of t

6、he past.Some of the most innovative projects weve been involved in combine leading edge technology with the simplest and most human impulses;like Hugtics,a project that enables users to give themselves a hug.Or the“Upcycling Possibility”project which combines the traditional art of Kintsugi with cir