Creativity, key to business growth
Posted: Sun Jan 19, 2025 5:11 am
In today’s saturated and ever-changing business environment, creativity is emerging as an essential pillar for driving growth. According to Dentsu Creative’s CMO Report 2024 , 89% of chief marketing officers (CMOs) consider creativity to be an absolutely crucial factor in driving their companies forward. This consensus highlights the relevance of innovative ideas in an increasingly competitive market.
Creativity as a driving force for transformation
Creativity not only drives impactful campaigns, but also stands as a catalyst for business transformation . 71% of CMOs identify marketing as a key tool for leading meaningful change within organizations. Additionally, 83% believe that creativity and marketing have greater potential for impact today than ever before.
Sectors such as food, personal care and pharmaceuticals seem to be particularly convinced of these benefits. In these industries, the percentage of CMOs who value creativity as an essential factor for growth reaches 88%, 97% and 85%, respectively. Likewise, those directors who project an increase in their marketing budgets by 2025 tend to be the most inclined to prioritize creativity , in contrast to those who expect to maintain or reduce their investments.
Overcoming the challenges of a fragmented environment
Despite their importance, marketing directors face considerable challenges in implementing effective creative strategies. One of the biggest challenges is the declining relevance of traditional media. 72% of CMOs acknowledge that building a brand in this context represents a particularly complex task. At the same time, 60% criticise the lack of adequate support from agencies to develop innovative solutions.
To connect with their audiences in an increasingly fragmented media landscape, 88% of CMOs believe it is essential for brands to integrate into their consumers’ culture. However, achieving this goal often involves exploring new formats such as entertainment and experiences, something that 73% of CMOs admit to finding challenging.
New marketing trends to explore
In their quest for differentiation , brands are adopting innovative strategies such as denmark mobile phone number list branded content (41%), influencer marketing (37%) and user-generated content (33%). However, it is surprising that the adoption of influencer marketing is still limited, considering its growing role in modern marketing strategies.
Media fragmentation is also leading CMOs to rethink brand building. 77% of them foresee that the future of brands will be marked by collaborations with platforms and content creators. However, this strategy is not without tensions, as 60% of marketing directors are uncomfortable with the idea of giving up control of their brands to third parties.
Technological innovation as an ally
Technology is also playing a crucial role in marketing strategies. While in 2023 only 48% of CMOs considered technology relevant to strengthen brand awareness (a metric that measures how much and how a brand is recognized by consumers), in 2024 this percentage has grown to 66%. Emerging technologies such as social commerce (67%), chatbots (61%) and artificial intelligence (60%) are being widely used.
In the coming years, marketing directors expect to incorporate even more advanced tools such as Web 3.0, virtual and augmented reality, blockchain and video games. These technologies not only promise to enrich the consumer experience, but also offer new avenues to connect with fragmented audiences.
Do you want to put creativity at the heart of your business growth strategies? At PGR Marketing & Technology we can help you achieve this and reach your company's customers more and better.
Creativity as a driving force for transformation
Creativity not only drives impactful campaigns, but also stands as a catalyst for business transformation . 71% of CMOs identify marketing as a key tool for leading meaningful change within organizations. Additionally, 83% believe that creativity and marketing have greater potential for impact today than ever before.
Sectors such as food, personal care and pharmaceuticals seem to be particularly convinced of these benefits. In these industries, the percentage of CMOs who value creativity as an essential factor for growth reaches 88%, 97% and 85%, respectively. Likewise, those directors who project an increase in their marketing budgets by 2025 tend to be the most inclined to prioritize creativity , in contrast to those who expect to maintain or reduce their investments.
Overcoming the challenges of a fragmented environment
Despite their importance, marketing directors face considerable challenges in implementing effective creative strategies. One of the biggest challenges is the declining relevance of traditional media. 72% of CMOs acknowledge that building a brand in this context represents a particularly complex task. At the same time, 60% criticise the lack of adequate support from agencies to develop innovative solutions.
To connect with their audiences in an increasingly fragmented media landscape, 88% of CMOs believe it is essential for brands to integrate into their consumers’ culture. However, achieving this goal often involves exploring new formats such as entertainment and experiences, something that 73% of CMOs admit to finding challenging.
New marketing trends to explore
In their quest for differentiation , brands are adopting innovative strategies such as denmark mobile phone number list branded content (41%), influencer marketing (37%) and user-generated content (33%). However, it is surprising that the adoption of influencer marketing is still limited, considering its growing role in modern marketing strategies.
Media fragmentation is also leading CMOs to rethink brand building. 77% of them foresee that the future of brands will be marked by collaborations with platforms and content creators. However, this strategy is not without tensions, as 60% of marketing directors are uncomfortable with the idea of giving up control of their brands to third parties.
Technological innovation as an ally
Technology is also playing a crucial role in marketing strategies. While in 2023 only 48% of CMOs considered technology relevant to strengthen brand awareness (a metric that measures how much and how a brand is recognized by consumers), in 2024 this percentage has grown to 66%. Emerging technologies such as social commerce (67%), chatbots (61%) and artificial intelligence (60%) are being widely used.
In the coming years, marketing directors expect to incorporate even more advanced tools such as Web 3.0, virtual and augmented reality, blockchain and video games. These technologies not only promise to enrich the consumer experience, but also offer new avenues to connect with fragmented audiences.
Do you want to put creativity at the heart of your business growth strategies? At PGR Marketing & Technology we can help you achieve this and reach your company's customers more and better.