This year, CMOs across the globe turned to a combination of technology and creativity to tackle the challenges they face, reveals newly released Dentsu Creative data.

The agency’s CMO Report 2023 surveyed 700 marketing leaders across Canada, the U.S., Australia, Brazil, China, India, Italy, the U.K. and Spain. The annual report shares that there has been a general sense of renewed empowerment that hasn’t been observed in senior marketers in the last few years. “The challenge,” however,  Dentsu Creative’s chief strategy officer, and the report’s lead author, Patricia McDonald explains, “is that audiences are changing: They have new expectations, new behaviours, and new values shaped by a deeply connected world.”

The research identified eight key thematics (below) that are on the minds of CMOs.

Prioritizing the customer.

Despite large and looming concerns like climate change and geopolitical instability, CMOs continue to name their number one focus as “knowing and owning their customer” and their evolving needs. About 30% of respondents expressed that as their main concern for 2023 and beyond (as they look toward and plan for 2030). Understanding and catering to Gen Z audiences appears to still be a challenge for nearly a quarter of surveyed respondents.

Emotional experiences that matter.

When focusing on brand-building, 87% of CMOs agree that impactful experiences are critical and that marrying technology and humanity is the way to achieve them. Additionally, 84% of marketers believe that the journey the customer goes on with the company should involve the brand’s story at every stage.

Investing in cultural conversations and content.

At a time when advertising seems easier than ever to ignore, 79% of CMOs say that efforts to both entertain and engage their audience can’t be overlooked. With that in mind, 86% agree that brands should work to build their own audience through cultural connection channels like podcasts – 37% have invested in TV programming, 34% in influencer partnerships, 33% in publishing and 32% in entertainment platforms. Canada was the country most likely to have CMOs invest specifically in TV programming.

Good for business and for society.

The way purpose is considered is also changing for CMOs. Purpose-washing is becoming increasingly easier to spot and can bring significant backlash. And so, while climate change has been a top issue for some time, 78% of marketers believe that there is no longer a disconnect between what is good for society and what is good for business. In fact, 81% of CMOs foresee their business pivoting specifically in response to climate change.

Ethical media investments.

Senior marketers also remain hopeful that their work can be a force for good. And so, 62% of them are concerned with the potential negative issues that may arise through campaign investments. This highlights an awareness of the advertising industry’s responsibility in balancing ethics and profit. Sixty-four percent of those surveyed express concerns that their media spending could inadvertently contribute to political polarization.

AI, friend or foe?

While 87% of CMOs affirm that generative AI is the future of the industry – 26% have expressed plans to adopt its usage soon – they are still employing a cautious approach. Over half of the survey’s respondents said they fear AI might eventually take their job, but a majority agreed that, at some point, customers will be ready to pay a premium for human-generated content.

An ideal connected agency

CMOs are calling for more collaboration and diversity of thought within their own business but even more so with the agency partners they work with. Eighty-three percent of them believe in the network of a tech-driven world and are convinced that brands benefit from keeping their work with one agency, while 85% value the diversity that comes from partnering with multiple agencies.

Intersectionality in a connected world

Today’s audiences have heightened expectations for their brands to be all things. And so responding to an ever-demanding customer and their expectations is imperative and requires true creativity – 85% of CMOs believe in the economic growth that is galvanized by creativity. And unlocking that creativity happens at the intersection of culture, experience and brand integrity.

Brands and businesses must meet their customer in the spaces that matter most to them, while entertaining and inspiring them. And senior marketers are up for the task now more than ever before.