电通创意:2023首席营销官报告:创意十字路口(31页).pdf

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电通创意:2023首席营销官报告:创意十字路口(31页).pdf

1、?2 0 2 3?CMO?吗?导?呢?逢?务?纸?匹?的?匹?逢?AI?对?逢?务?确?2023?2030?历?呢?研?务确?CREATIVITY ATA CROSSROADS?2DENTSU CREATIVE CMO REPORT 23CREATIVITY AT A CROSSROADSDENTSU CREATIVE CMO REPORT 23CREATIVITY AT A CROSSROADS3?Z?去?Alpha?去?呢?去?呢?副?逢?AI?告?纸?去?名?呢?匹?纸?副?去?纸?8KEY THEMES FOR 20232023?AI:?呢?去?2023?呢?30%?“?”?2023?

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%

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