2025年首席营销官报告

PART OF THE DENTSU CMO NAVIGATOR SERIESAGENTS OF REINVENTIONDENTSU CREATIVE 2025 CMO REPORT皾岁♸➃䚍涸ꅾ匬⸂ꆀ歏 鸑 ⴯ 䠑 2 0 2 5 껷 䌏 蠒 Ꝉ 㸽 䫣 デDENTSU CREATIVE 2025 CMO REPORT02AGENTS OF REINVENTIONFOREWORDWelcome to ourannual CMO reportYASU SASAKIGLOBAL CHIEF CREATIVE OFFICER, DENTSUABBEY KLAASSENGLOBAL BRAND PRESIDENT, DENTSU CREATIVEPATRICIA MCDONALDGLOBAL CHIEF STRATEGY OFFICER, DENTSU CREATIVEPART OF THE DENTSU CMO NAVIGATOR SERIES妅 鵓 䒓 ゗ 䧮 ⟌ 涸 䎃 䏞 껷 䌏 蠒 Ꝉ 㸽 䫣 デ䧮⼜➢鵯⼝䫣デ〳⟄幡兠㖑溏ⵌ㖈鴽鸟ꅷ紵➃䊨兰腊涸ず傞⟱⚌㹐䨪⣜搬㗏㹁⥌饆➃碫涸⻠䗱♸⴯鸣⸂կꥥ满AI涸錞垷⻊䎾欽⾲⴯♸⴯倝䠁〄獺緃⚂棇餥——AI乲Ɤ곫ⴼ告⴯鸣⸂䚪僽ⴀ➃䠑俱կ剒⟁➃䮷㤃涸僽䔲➃䊨兰腊♸➃碫⴯䠑湱絕ざ⠔⪶欰倝〳腊ծ倝垷䒭♸倝劢勻——姻㔔㥵姼䧮⼜溏ⵌ㹐䨪雦够㖈2026䎃⿺⟄た䪾刿㢴餴彂䫏Ⰶⵌ⴯倝⛓务կ蠒Ꝉ涸劢勻㖈✵⦶⸔➃䊨兰腊佞㣐➃碫涸杝⴯⸂➢罜㹊梡⵸䨾劢剣涸鸟䏞♸넞䏞⚡䚍⻊涸欽䨪⡤낉կ鵯割僽⟄刿㼱⨞刿㢴涸皍⽀佪桧ㄐ곿罜僽⿡㹊梡姼⵸割〳鴪䧭涸〳腊䪾⴯䠑崨玐ծ㯮➝䫏佞ծ侨研峯㻋ㄤⰻ㺂ⵖ⡲畮ⵌ畮鵶䱹⢪䖤⟱⚌腊㖈剒䜄䔲涸傞ⵠ⟄剒鷓ざ涸ⰻ㺂鍘鴪「⠍⦶⸔梡去⻊涸ⰻ㺂⣘䎾Ꝇ㖈刿㢴涸Ⱒꝶ欽䨪澕ꢂⴀ梡䎇䕧ㆇⰦⱿ瘻կ䧮⼜➢㹐䨪齡ꅽゑⵌ涸⚂鵯⼝䫣デ⛲낉霆✫——銳㼜㹊傞⴯䠑涸悶⸂溫姻鲮⻊⚹䲀⸓㟞Ɤ涸⸓⸂㽠䗳곢雮侨研ծAI끮⸓涸ⵖ⡲腊⸂♸梡剣涸蠒Ꝉ䪮助叼㹊梡偽綟輑ざկ㥵➚涸蠒Ꝉ⚆歲⯎忘䜿雿荈⸓⻊雮䧮⼜駵䖤刿䘯告➃䚍䩞雮䧮⼜鄄雵⡞կ銳⛎䪾ㄐ鵘❜絛皾岁饒䖤♧傞⛓⸷銳⛎鄄䋑㖞麰䘍告蕯鵂䏞⣜饆⠏⻊ㅷ晥㼜㣟⿡杝暵꬗頗ꦼ⟄鄄鳹雩կ䔲嫦⚡ㅷ晥鿪欽湱ず涸䊨Ⱘ⿡鷅鷶ず聆涸⥌〿畊✰割鵂僽」湱㖑㖈⾲㖑⸈鸟կ㔔姼溫姻涸倰ぢ䎇ꬋ✳鷥♧罜僽✳罏䎇ꅾ馊僽䭆䫵AI䧮⼜馊銳㔐䔱➃䚍——帿Ⰶ䮔䱡齡❈聊嗃✵俒⻊䎇腊鍘⿺⚡➃ⰻ䗱涸帿ⵠ溫湱⣜ꬑ鵯❈溫湱⿡䒸〄Ⱏ뚅ծ㝕鸣䊵䒗䎇㹊梡錞垷⻊的㾝կ䪮助涸䘯鸟鶛去Ⳝ⛖嫦ワ鿪㖈ⵘ倝䟝韌鵯傁䌄勻䊭㣐涸Ⱓ㤃⛲⠶ꥥ满帿㽻涸搋贊կAgentic AI去锐䒭AI鄄錠⚹♴♧岚괇銻㸐⟄刿넞涸荈⚺䚍ㄤ刿絈荝涸⚡䚍⻊腊⸂姻㖈佖」社程ծ㉁⚌♸欽䨪⡤낉涸㛇劥錞太կ䧮⼜涸շ2025껷䌏蠒Ꝉ㸽䫣デո儑爙AI䊺絑䧭⚹蠒Ꝉ➢⚌罏傈䌢䊨⡲涸♧鿈ⴔկⳜ⛖嫦⡙「霄涸CMO鿪䪾AI䔲䧭䲿넞佪桧涸䊨Ⱘ䌐➭⼜皍⻊崨玐ծ䲿捃銳挿ծ⸈䘯Ɀ瘻կCMO⼜割ⱄ〫僽霚欽AI罜僽㖈㣐錞垷䫏Ⰶ鵯⛲䠑㄂满➢峯㻋ⵌ⴯䠑ⵖ⡲ծ➢鶛去崵霚ⵌ㹊佪邂ꆀAI䗳곢侮ざ鵳去锐Ⱆ尽䊨⡲崨涸ぐ⚡梠蒜կ♸姼ず傞鵯妃靈灇⛲〄梡✫♧⚡䧴雽荈搬涸导ぢ馋⸷AI馊䔂㣐➃⼜㼆➃㄂涸庮劅馊䔂捘կ齡❈㼭㼭涸榡氛ծ㣼䚓涸絈蒜ծ絈艓涸䞔䠭邍鴪䖃䖃〫剣➃腊䯲䯝䎇⠛鴪կ⛲姻㔔⚹㥵姼⟄➃㼆➃鵶䱹⚹呍䗱⟟⧩侨⼧厅繠⯋涸⴯⡲罏絑崸♸欰䙖姻㖈䘯鸟䧭Ɤ䔲搬AI欰䧭涸贞䬾䕧ㆇ罏⛲㖈嶑梡կ䱽ⵖ䧮⼜溏ⵌ历⛎ⰻ㺂䎇䕧ㆇ餝✈Ɀ瘻涸僽胜た涸皾岁կ皾岁⨊㥩倝됮ㄤ倝곽涸ⰻ㺂䨾⟄㸐刿㺂僒䪾剒倝涸⚎銯䲀虛絛欽䨪կ⚹姼䧮⼜割䖤割割倗❡ⴀ溏饰勻倝됮涸ⰻ㺂⟄宠鄄〄梡կAI腊䌐䧮⼜騈♳鵯猫넞鸟蒜㤉告㥵卓〫僽湧湡鵓ざ皾岁ծ欽ず聆涸䊨Ⱘ⿡鷅鷶湱ず涸⥌〿佪卓㽠⠔馊勻馊䊵馊僽䭨ㄐ鷅宠湱Ⱒ䚍导罜馊ꦼ⨞ⵌ溫姻剣⟟⧩涸湱Ⱒ馊䟝叻倝用䒗导罜馊㺂僒ꤴⰆ⼪眜♧䖒կINTRODUCTIONAI䊺䧭⚹遤⚌呍䗱雳곿⚺㼋满餴彂ⴔꂁծ霢곿雭雿♸䧶殜錞ⴢկ㖈AI䌐⸔䧮⼜錞垷⻊䎇⚡䚍⻊ⰻ㺂涸ず傞刿꨽㔐䔱㼆➃䚍涸Ⱒ岤կ蕯ⰻ㺂偽岁鍘鴪「⠍ⰻ䗱⿶呢靍⟟⧩DENTSU CREATIVE 2025 CMO REPORT03AGENTS OF REINVENTIONPART OF THE DENTSU CMO NAVIGATOR SERIES㖈♧⚡歋AIㄤ皾岁끮⸓涸欰䙖务䧮⼜䗳곢刿⸈帿Ⰶ㖑锐鍒欽䨪ծ爢纈♸磋⚏䮔䱡齡❈嗃聊✵俒⻊露㞯ծⰨ㢊⠛乄悶⸂涸䗎錜峯錛欽俒⻊兰霋勻䲀⸓⟄爢纈⚹务䗱涸錞垷⻊瘻殜䎇㖈䪮助䌄勻涸〳곫崵䚍♸獘䎸⛓务⥂殆䠑㢪䚍ծ䞞㋐♸⡤낉涸帿䏞կ䪾AI♸溫㹊涸➃碫兰䢴絕ざ饰勻〳⟄雮ⰻ㺂傁넞佪⿶剣⸂ꆀ——腊㖈䜄䔲涸傞ⵠծ欽䜄䔲涸倰䒭鍘⿺䜄䔲涸「⠍➢罜㖈饒䖤俒⻊䕧ㆇ⸂ㄤ䲀⸓㉁⚌鲮⻊⛓ꢂ䪪ⵌ䎂邂⸔⸂ㅷ晥㖈皾岁傞去䧭Ɤկ鵯姻僽䔲♴CMO㼊宠涸䎂邂䪾䊨蒌♸䪮助輑ざ雮AI♸➃䚍溫湱❡欰Ⱏ䮷կ㽴盗➭⼜雩⚹去锐䒭AI⠔ꅾ㝕㉁⚌呔㽷告ず傞⛲刿溏ꅾ⥌⟣ծ嶊餩罏⨊㥩♸ㅷ晥⨊㥩կCMO㖈䫏餴곫崵㘗AI涸ず傞➠䪾磋⚏♸㖈絁爢纈錠⚹割〳剏去涸峯㻋勻彂86%雩ず♸溫㹊嶊餩罏㼆霢涸ꅾ銳䚍86%湱⥌AI⠔餻腊剣䩞⼶涸➃罜割僽》去➭⼜կ皾岁傞去务剒Ⱘ➃䚍ծ剒ꦼ⟄곫崵⚂剒剣⚡➃暵蒀涸ⰻ㺂㼜䧭⚹剒儑衼ծ剒僒⠛乄涸餴❡կ䧴雽Ⱘ剣霂ⵞ䠑㄂涸僽——姻僽劼㐼涸䄕饰雮➃䚍」䖤⵸䨾劢剣㖑㹈餥կINTRODUCTION劼㐼涸䄕饰⠔雮➃䚍刿儑棇餥կ㖈歏鸑⴯䠑䧮⼜⚺䓎⟄AI佞㣐➃碫涸兰䢴♸⴯鸣⸂կ䔲ꅾ撑䚍⟣⸉鄄荈⸓⻊た⾲⴯䚍♸⚡⡤⻊䙼罌涸⟟⧩㼜儑衼♳⼮կDENTSU CREATIVE 2025 CMO REPORT04AGENTS OF REINVENTIONPART OF THE DENTSU CMO NAVIGATOR SERIES곫 雦 㖈 䱹 ♴ 勻 1 2 ⚡ 剢 ⚥  䝠 涸 蠒 Ꝉ 곫 皾 㼜 㥵 ⡦ 靈 侮 SETTING THE SCENE껷䌏蠒Ꝉ㸽㖈2025䎃䭯絯岚⸓涸䋑㖞⚥邍梡ⴀ⟁➃⽪韌帿ⵠ涸꯸䚍♸⥌䗱կ❇㣖䬘♨繠崍傈劥妍崍⚥⚎ㄤꬋ崍⻌繠崍87%71%73%18%82%6%86%9%㟞 ⸈䭯 䎂Ⲹ 㼱DENTSU CREATIVE 2025 CMO REPORT05AGENTS OF REINVENTIONPART OF THE DENTSU CMO NAVIGATOR SERIES㣐㢴侨「霄罏곫雦劢勻12⚡剢ⰻ蠒Ꝉ곫皾㼜⠔㟞⸈Ⱖ务䬘♨繠崍♸⻌繠涸⛙錜剒⚹儑衼ⴔⵆ剣86%ㄤ87%涸➃곫劍곫皾♳靈կ➢䌴䏞勻溏剒㢴涸CMO纈⡤곫雦곫皾㼜♳⼮5%荛10%կ鵯猫곫皾⛙錜㖈♧㹁玐䏞♳♸絑崸곫劍湱ㄎ䎾Ⰼ椕剣25%涸➃雩⚹劢勻♧䎃絑崸⠔僈儑㥩鲮〥剣47%雩⚹⠔剣䨾㥩鲮կ告ぐ㖑錜挿䎇割♧荝㖈薉㕂剣24%涸➃곫雦絑崸⠔剣䨾䜌⻊Ⱖ务7%雩⚹⠔僈儑䜌⻊銯棴暅⚹35%㟯銯ㆥ⚹32%կCMO⼜鵯猫靭䢆罜獤匧涸䙖䏞⸈♳➭⼜㼆遤⚌⽰㼜〄欰帿ⵠ鲮㘗涸⥌䙁Ⱏず㝕鸣✫➭⼜㼆2025䎃⿺刿Ɤ劍䫏餴涸》ぢ⛲匬䧭✫劥䫣デ䨾㔵絗涸呍䗱⚺곿♸瘻殜倰ぢկ7%6%19%12%9%9%5%02. INVEST IN