Dentsu Creative has released the results of its annual survey of CMOs in the UK, US, China, India and Brazil, providing insight into what clients need and want most from their agencies.
The data shows clients’ belief that while consumer behaviour has changed significantly, the agency model is yet to respond, and their frustration with agency silos.
More than three quarters (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
They “want to see creative solutions across every aspect of my business- Media, Commerce and CXM - just as much as in campaigns.”
Patricia McDonald, chief strategy officer, Dentsu Creative: “Today’s CMOs are asking agencies to stop lagging behind and start leading again.
“Our study confirms that today’s CMOs believe in the power of modern creativity to engage a new generation of consumers.
“They are asking their agency partners to think beyond legacy silos and bring the right talent around the table to deliver ideas big enough to live anywhere, bold enough to chart new executional territory and rich enough to make personal connections with millions of customers around the world.
“That requires us to connect our core skills in strategy and brand building with the ability to execute anywhere from gaming to entertainment, culture to commerce.”
When asked what is needed to engage the next generation of consumer, 63% of CMOs say that brands need to create rather than borrow from culture.
The majority (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.
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.
CMOs agree that in today’s connected world traditional scale is no longer the advantage it once was.
Most (85%) CMOs 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 difference of thought and background can yield the strongest work.
The CMOs demand that agency teams should reflect the diversity of the modern world.
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