2023首席营销官报告：创意十字路口

歏 鸑 ⴯ 䠑 2 0 2 3 껷 䌏 蠒 Ꝉ 㸽 䫣 デ⴯ 䠑 ⼧ 㶶 騟 〡嫦䎃䧮⼜鿪⠔㼆Ⰼ椕侨涰ぜ껷䌏蠒Ꝉ㸽CMO鵳遤靈灇✫鍒➭⼜㼆✵ㅷ晥ծ⚌⸉⟄⿺⴯䠑吗乄涸溏岁կ➚䎃涸絕卓邍僈䧮⼜㖈导䙼♸ꅾ倝霉⠮涸ず傞⛲䠭「ⵌ✫⵸Ⳝ䎃䨾尵剣絑⾎鵂涸餻腊䠭կ蠒Ꝉ➢⚌罏嫱⟄䖃⟣呢傞⦫鿪刿⧫ぢ✵ⵄ欽⴯䠑ㄤ䪮助勻鍒Ɀ♧禹⴩葼䊭䮋䧶➢孞⦫」⻊ⵌ絑崸⸓虹ծⱄⵌ㖑続佟屛涸♶珘㹁♸⚙匧ⴔ⻊կ逢罜㖈䨾剣鵯❈ⵄ㹲佔Ⱒ涸꡼곿务껷䌏蠒Ꝉ㸽⼜剒Ⱒ䗱涸꡼곿⽲ⴀ㣼㖑皍⽀僈✫㖈⯎忘瑟⵸䮋䧶♸纸麁涸⚆歲ꅽ✫鍒䎇饒䖤➭⼜涸곥㹐կꥥ满匹翫⚆歲垷祍✫ⰻ㺂♸㉁⸉ծ溫㹊♸贞䬾ծ㟞Ɤ♸ぢ㊤⛓ꢂ涸歲ꣳ껷䌏蠒Ꝉ㸽⼜雩⚹➭⼜涸蠒Ꝉ䊨Ⱘ♸翟餓薴㔵㖈♶倗的㣐կ㖈鵯⚡匹翫⚆歲ꅽ껷䌏蠒Ꝉ㸽⼜庮劅鸑鵂杝暵罜⟁➃䠄䝝涸⡤낉ծ♸俒⻊Ⱒ翫涸⴯䠑ծ⟄⿺䕧ㆇ帿鵴⚂溫㹊涸ㅷ晥遤⸓勻䩧鸣ㅷ晥կ蠒Ꝉ➢⚌罏䔲逢⛲䬐䘨满➃䊨兰腊䨾䪏怵涸錭蒀AI僽佯僽对罜Ⱒ✵䩧鸣㯮⡤欰䙖禹絡ㄤ俒⻊兞錜➭⼜⛲姻㖈鸑鵂䫏餴㹊梡կ逢罜㽴盗꬗⚰满雽㢴䮋䧶蠒Ꝉ➢⚌罏㼆遤⚌劢勻⿺Ⱖ剣劊♧傈䧭⚹ぢ㊤⸂ꆀ涸悶⸂䠭ⵌꬋ䌢⛙錜կ㖈劥妃䫣デ务䧮⼜确雭✫껷䌏蠒Ꝉ㸽㖈䎾㼆2023䎃ծ㾝劅2030䎃⿺刿鵴傞➭⼜㼜㼆历⛎䠭ⵌⰣ㤃ծ䬐䘨ծ⧫ぢ䫏餴䧴䭯剣⥂殆䙖䏞կ䧮⼜涸䫣デ〳⟄䌐⸔䝠✫鍒䝠涸⚌⸉ծㅷ晥ㄤ䫏餴瘻殜♸Ⱖ➭껷䌏蠒Ꝉ㸽湱嫱㥵呢կ䝠僽♸⚌ⰻず遤姿靈♧荝鵮僽㖈䒓鳧荈䊹涸麤騟䝠㖈ㆭ❈곭㚖涸䫏餴곭⯓✵遤⚌㖈ㆭ❈곭㚖涸䫏餴〳腊㢅✵衅た䧮⼜➢荈剣涸侨研䎽务确程ⴔ區✫Ⱒꝶ⚺곿ㄤ馋⸷䎇䳶爙㸐⼜㼆㢅✵⼧㶶騟〡涸ㅷ晥ㄤ⟱⚌涸䠑⛐կCREATIVITY ATA CROSSROADS⴯䠑⼧㶶騟〡䶰 銳2DENTSU CREATIVE CMO REPORT '23CREATIVITY AT A CROSSROADSDENTSU CREATIVE CMO REPORT '23CREATIVITY AT A CROSSROADS3饒䖤錜⠍ꥥ满껷䌏蠒Ꝉ㸽⼜涸湡⯕➢Z⚆去鲮ぢAlpha⚆去⟄⿺刿鵴涸劢勻➭⼜剒Ⱒ䗱涸♧⚡꡼곿㽠僽㥵呢蜦䖤䘯鸟鶛去涸欽䨪纈⡤䎇♸⛓䒊用翫禹կ㟞䔂➃䚍罌贊ⵌ鵯♧挿껷䌏蠒Ꝉ㸽⼜姻㖈⚹ㅷ晥䩧鸣⚁㾩贞䬾⚆歲䫏餴✵倝涸䪮助䊨Ⱘ⟄㹊梡刿Ⱘ小嵵䠭ㄤ䞔䠭⟟⧩涸ㅷ晥⡤낉կ俒⻊餴❡偽㬛⛙♶㉁⚌䔲➚涸껷䌏蠒Ꝉ㸽⼜姻㖈䫏餴➢乄㹐ⵌ蒜湡涸ぐ猫䎂〵⟄エ䒸嫱⟄䖃⟣呢傞⦫鿪刿ꦼ鄄䩧倗錠絁涸錜⠍կ䫏餴ꥧ䝖♸姼ず傞껷䌏蠒Ꝉ㸽⼜䬐䗱庮劅㢴呋〄㡮涸ㅷ晥〳腊⠔䪾꛸蔄㖈齡❈⚙匧ⴔ⻊欨荛匧畮涸㯮⡤⛓副կ➃䊨兰腊涸ⴀ梡雮➃㋐䘨⿬⼱կ㽴盗䭯靭䢆䙖䏞껷䌏蠒Ꝉ㸽⼜➠逢溏㥩AI涸䊨⡲佪桧䎇掚邪㽂霚告➭⼜⛲䙕毟➃䊨兰腊欰䧭涸ⰻ㺂僽や腊㢿溫姻䩧⸓嶊餩罏կ➃꣢✽翫ꥥ满倝涸䮋䧶ㄤ纸麁♶倗嶑梡껷䌏蠒Ꝉ㸽⼜尵剣傞ꢂ㔿㸛勵勵呥呥կ➭⼜䋞劅去椚㉁♸ざ⡲名⠶腊㖈䜄䔲涸傞ꢂ翫絕ざ鷓涸➃䩞偽雿➭⼜魧㢅呢㢅կ㖈鵯⚡匹翫⚆歲倝涸纸麁㖈ㅷ晥ծ⡤낉♸俒⻊涸❜⿸挿副㽻ⴀ♶瑗鵯⛲⚹ㅷ晥ㄤ⟱⚌䲿⣘✫㖈剒ꅾ銳涸瑟ꢂㄤ㖑挿♸梡去嶊餩罏䒊用翫禹涸纸⠔կ8 KEY THEMES FOR 20232023 Ⱃ㣐⚺곿⯣梡溫㹊湡叻껷䌏蠒Ꝉ㸽⼜姻㖈デⵆ峤綁蠒Ꝉ罜僽㼜㉁⚌垷䒭鲮ぢ♧猫刿〳䭯絯涸倰䒭⟄䎾㼆鵯⚡僒」ꦼ俱涸⚆歲կAI：❠佯❠⿼㖈✽翫⚆歲⚥觌⸽〄㾝껷䌏蠒Ꝉ㸽⼜剒稒鶖涸꡼곿僽㥵呢♸䘯鸟鶛去涸「⠍䒊用䎇烁㹁葻㥩涸Ⱒ禹կ➭⼜㼆2023䎃⿺⟄た涸⚺銳䬐䘨僽㥵呢㖈♧⚡痦♲倰䩛䳣䖎㢴䏀晥涸⚆歲ꅽ䭆剣絶禹곥㹐涸腊⸂կ30%涸「霄罏㼜“絶禹곥㹐”⡲⚹➭⼜㖈꬗㼆2023䎃⟄⿺㾝劅2030䎃傞涸⚺銳䬐䘨կ⧩䖤岤䠑涸僽2023䎃涸Ⱖ➭♲㣐Ⱒ岤挿鿪僽㥵呢エ䒸♶倗」⻊涸「⠍“椚鍒䎇㔐䎾♶倗」⻊涸嶊餩罏遤⚹”28%ծ“去邍刿㢴⯋⻊涸「⠍”28%⟄⿺“椚鍒䎇稒ꥥ倝䪮助涸姿⠄”28%կꦼ副⸈ꦼ涸僽Z⚆去⛲雮蠒Ꝉ➢⚌罏㢹♶腊㺫23%涸「霄罏㔮䞨✵㥵呢ꛏ㼆鵯♧➃纈鵳遤蠒Ꝉ㖈䠑㣐ⵄ鵯♧嫱⢾副⼮荛32%կ77%涸蠒Ꝉ➢⚌罏雩⚹㽴盗嶊餩罏遤⚹㖈鵂⿡❀䎃务〄欰✫䘯鸟」⻊告去椚㉁涸蠒Ꝉ垷䒭㼿劢⨞ⴀ佖」կ㖈蠒Ꝉ➢⚌罏꬗⚰涸䨾剣爢⠔ծ絑崸ㄤ欰㶸䮋䧶务嶊餩罏➠逢僽➭⼜梡㖈ㄤ劢勻涸껷銳⟣⸉կ䒊用湬䱹Ⱒ禹ծ⴯鸣ㄤエ䒸⚁㾩「⠍鵯❈꨽宠㖈䖎㣐玐䏞副导僥✫䔲➚蠒Ꝉ➢⚌罏㼆庈麤ծ䎂〵ㄤ䪮助涸溏岁暵ⵆ僽䔲➭⼜㾝劅涸僽♧⚡尵剣cookie涸偽汚緸絞⚆歲傞痦♧倰侨研㼆➭⼜涸䧭⸆㼜刿⸈ꅾ銳կꥥ满㹐䨪劍劅⧩涸䲿넞遤⚹ㄤ⟟⧩錜涸鲮」ㅷ晥䗳곢怵鵳ㄤ⿬♸や太㸐⼜㽠剣鄄牌錠涸굥ꤗ䧴罏刿禁祧涸僽㸐⼜㼜」䖤偽Ⱒ稒銳կ赡逢ㅷ晥䒊霃♸⟄䖃♧呋ꅾ銳欨荛嫱⟄䖃刿ꅾ銳告䔲♴涸ㅷ晥太僽鸑鵂䒸➃Ⰶ胿涸⡤낉ծ♸俒⻊涸Ⱒ翫⟄⿺䕧ㆇ帿鵴罜溫㹊涸ㅷ晥遤⸓⟄鵯❈倝涸倰䒭䒊用饰勻涸կ㥵➚涸ㅷ晥䒊霃㽠瘝ず✵ㅷ晥荈魧涸䨾⡲䨾⚹♸䨾㖈կ䔲逢剣⯎駈涸霆研邍僈嶊餩罏䔲♴涸“⿬♸䏞䖎⡛”䎛デ䗳곢鄄剣䠑霋㖑Ⱒ岤ⵌ䩞腊吗乄❡欰䕧ㆇկ告剒鵛涸灇瑕——⺫䭍歏鸑偫♴ㅷ晥CaratⳭ絞涸灇瑕——䕥儑✫Ⱒ岤䏞涸⸂ꆀ——鵯僽♧猫嫱⟄䖃⟣呢傞⦫鿪刿♶烁㹁涸㔔稇կWINNING THE AUDIENCE饒䖤錜⠍㖈 ♧ ⚡ ⯎ 忘 倝 劼 麁 ㄤ 搋 贊 涸 ⚆ 歲 ꅽ  錜 ⠍ ⣜ 傊 荛 副 կ01DENTSU CREATIVE CMO REPORT '23CREATIVITY AT A CROSSROADS4蜦䖤곥㹐Ⱒ禹䎾㼆♶倗」⻊涸嶊餩罏遤⚹騈♳AI瘝䪮助➿邍刿㢴⯋⻊涸「⠍䎾㼆孞⦫⽭劼CUSTOMER FIRST, SECOND AND THIRD곥 㹐 荛 副䔲鄄꡼ⵌ⣜妃縄⴩➭⼜㼆2023䎃涸⚺銳䬐䘨傞㖈ぐ猫ぐ呋涸괇銻ㄤ⴯倝务蠒Ꝉ➢⚌罏涸껷銳罌ꆀ➠逢僽嶊餩罏կ䧮⼜鵮霧꡼✫➭⼜㼆2030䎃涸㾝劅կ蠒Ꝉ➢⚌罏剒㣐涸䬐䘨30%29%30%28%26%23%28%28%23%20%2023203020232030DENTSU CREATIVE CMO REPORT '23CREATIVITY AT A CROSSROADS5銳⛎⴯倝銳⛎鄄牌錠ⴀ梡㖈㼆倝♧去嶊餩罏勻霹剒ꅾ銳涸瑟ꢂㄤ㖞䨾♶ⱄ➑➑僽♧叙♶ꝡ涸✲⛲♶ⱄ僽♧猫㽂霚罜僽♸鵯❈「⠍䒊用剣䠑⛐涸翫禹涸㈔♧倰䒭կ㹁⛐⡹涸「⠍⟟⧩⚺䓎㖈♧⚡ㅷ晥鿪庮劅♸곥㹐䒊用湬䱹Ⱒ禹涸⚆歲务ㅷ晥䖤邂ꆀ荈魧腊⚹嶊餩罏䌄勻历⛎կ僽腊㢿♸➭⼜涸傞ꢂㄤ侨研⥌䜂〳⟄瘝⟟❜䰃涸杝暵⟟⧩䧴㤙⸠鵮僽杝㹻ⰻ㺂ծ㕕㽻⸓䙖ծ暵勉霄꡼䧴僽ꣳꆀ晜❡ㅷ?䒊用爢纈罜ꬋ⚡⡤緸絞赡逢➃⼜䖎㺂僒雩⚹䒊用「⠍䠑㄂满⚁岤✵♧㼆♧涸Ⱒ禹告㼆✵㖈爢❜㉁⸉ծ匬䒊⚆歲ㄤ䗎緸紤䕧ㆇ⸂务䧭Ɤ饰勻涸♧去➃勻霹⟄♧㼆⠍䩞僽溫姻涸㹊⸂կ⚹嶊餩罏䲿⣘䊨Ⱘ雮➭⼜去邍ㅷ晥⿬♸ⵌ荈䊹涸爢❜緸絞务⠔僽♧猫䔂㣐涸爢❜⸈鸟㐼կ歋歏鸑⴯䠑务㕂DENTSU CREATIVE China䩧鸣涸KFC騗妃⯋挽뚃䏅KFC Re:Store勻ⵌZ⚆去涸爢❜㖞兞❀ワⰻ㈒ⴀ1.8➉贞䬾讘勵/〳⛙կ6DENTSU CREATIVE CMO REPORT '23CREATIVITY AT A CROSSROADSWHAT IT MEANS FOR BRANDS AND BUSINESSES ㅷ晥゗爙匹翫ㅷ晥䒊用㖈⥌䙁♸遤⚹ծㅷ晥♸⡤낉涸❜