Patrick Cahill

With thanks to Matt Cross for re-posting, I have just revisited dentsu’s 2024 CMO Report (published end July) and with a little bit of help from Claude.ai, offer up this brief summary: The report offers good insights into the rapidly evolving marketing landscape. The comprehensive analysis reveals significant shifts in CMO priorities and strategies as they navigate an increasingly complex business environment. Key findings include: 1️⃣ Creativity as a growth driver: 83% of CMOs identify creativity as essential for unlocking business growth. 2️⃣ AI integration: There's a marked shift towards embracing AI as a collaborative tool rather than viewing it as a threat to human creativity. 3️⃣ Cultural relevance: 88% of CMOs emphasize the importance of brand participation in cultural conversations. 4️⃣ Increased innovation investment: 79% of marketers are allocating over 10% of their budget to innovation initiatives. 5️⃣ Marketing's expanding role: 79% of CMOs now view marketing as a driver of business transformation, extending beyond traditional communication functions. These insights underscore the need for agencies to evolve their offerings. Full service shops must be rubbing their hands in glee at this, but what does it mean for PR and comms firms? The importance of creativity it seems has never been greater. Find the full report here: https://lnkd.in/eUGjFqhA #Marketing #Innovation #CreativityInBusiness #CMOInsights

8

One of the major themes discussed at the launch event for ‘Advertising: Who Cares?’ was the influence of unbalanced business models on the whole advertising eco-system. And especially the pernicious effect of share/stock price maintenance at the expense of advertising effectiveness. Yes, that’s right. This applies to advertisers themselves, whose C-Suite execs can earn phenomenal amounts in stock-related rewards. The same is true for the big agency groups, adtech businesses and other parts of the eco-system. All of this determines how advertising is created, produced and distributed and it leads to a volume-led approach that contradicts the promise of personalisation. The wrong incentive systems lie at the heart of our industry’s problems and a lot more focus should be placed on addressing them. No-one analyses this better than Michael Farmer and he led the team that examined these business models and how they drive the wrong kind of behaviours. Michael has written the history before the event and everyone should take notice…if you care about great advertising. So read his Substack piece below and if you also care, join us on https://lnkd.in/emDgMxQN Brian Jacobs

12

5 Comments

A brilliant talk by Mark Kirkham and Mauro Porcini of PepsiCo at Cannes Lions International Festival of Creativity on 'The Human Side of Growth'. My key take-out? Human-centricity means we must widen the lens to see the whole human and then sharpen the lens to get granular. Both spoke passionately about how PepsiCo has embraced seeing people as humans - not just consumers. As we say at Brand Genetics, 'You're a consumer of a brand for a fleeting moment, but you're human 100% of your life'. Too many businesses zoom in on the so-called 'moment of truth' - purchase and consumption. However, true insight lies in understanding the human journey leading to that choice and the underlying goals. By uncovering human motivations and the human jobs-to-be-done, we can discover richer, deeper opportunities. Mark and Mauro both spoke to how how being truly human centric could unlock growth by helping brands become more creative, more innovative and more experiential. They made a compelling case. Mark and Mauro showed that being truly human-centric can unlock growth by making businesses more creative, more innovative and more experiential. They made a compelling case for the power of people in love with people. #HumanCentricity #CannesLions #BrandGenetics #Creativity #Innovation #Marketing

75

Welcome to “In My Humble Opinion”, a podcast collaboration between The Marketing Society and Publicis Groupe UK agencies that creates a space for marketing leaders to discuss their opinions on topics affecting our industry which they think about but may not always say out loud. You will hear industry leaders and experts talk about their views and opinions on deliberately provocative subjects such as the impact of technology on brands and consumers, the future of our industry, the generational divides, diversity and inclusion and more. This is Episode 1 - ‘In My Humble Opinion...nobody ever got fired for buying the safest brands.’, a deep dive into the often-overlooked importance of brand in B2B marketing and purchasing decisions. We're joined by Billy Hamilton-Stent, Chief Strategy Officer at Publicis Pro, and special guests Mimi Turner and Jann Martin Schwarz from Marketplace Innovation at LinkedIn Marketing Services. What do we cover? 💡The challenges of measuring brand impact in B2B marketing 💡The need for a more holistic approach to B2B marketing strategies Whether you're a B2B marketer, sales professional, or business leader, this episode offers valuable insights into the power of brand in driving B2B growth and success. Enjoy! https://lnkd.in/eZGG_Rxc #B2BMarketing #IMHOPodcast

17

https://lnkd.in/dUiEFs9d An insights piece about the highly connected Gen Z and their impact on our marketing strategies. "Gen Z's influence is undeniable, and their values, behaviours, and preferences are reshaping the marketing landscape. As marketers, we may need to move away from the traditional marketing funnel. Brands must start with loyalty and sustainability before converting a Gen Z individual into a customer. By understanding and engaging with this dynamic generation, marketers can remain relevant and effective in a rapidly evolving digital world" dentsu South Africa #digitalmarketing #genz #analytics #insights

3