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The Chief Marketing Officer report is an informative guide on creativity today informed by the views of 700 marketers globally. The study is informed by a CMO survey of insights combined with thinking from our Dentsu Creative Strategy and CMO research teams to arrive at CMO Trends that will guide creativity today, tomorrow and beyond. The Chief Marketing Officer report provides brands and agencies with a modern creativity toolkit and roadmap. It provides an insight into marketing budgets and marketing investments globally, sharing the latest tactics for advertising effectiveness today. Early results show a rapidly evolving creative landscape, where CMOs strive to balance the needs of brand and performance, global and local, simplicity and diverse expertise.

DENTSU CREATIVE 2023 CREATIVITY REPORT

电通创意2023首席营销官报告（CMO Report）：正式发布

CMO REPORT 2023 DOWNLOAD

Dentsu Creative UK's CEO Jessica Tamsedge, CCO Caroline Pay, and CSO Theo Izzard-Brown recently hosted their first Dentsu Creative Plug and Play event at Somerset House. The event brought together over 100 clients and partners to discuss creativity, innovation, and the future of brand-building, fostering connections and inspiring attendees.

Plug and Play Event | Dentsu Creative

Dentsu Creative UK's Plug and Play event at Somerset House

Plug and Play

欢迎开启电通创意《2023创意趋势报告：新都市物语》（DENTSU CREATIVE 2023 Trends Report: A Tale of New Cities）。

通常，趋势报告指向一个充满冒险而又令人激动的崭新未来：创新为人类解锁新的可能，我们则乘势而行，一往无前。而当我们展望2023时，又很难摆脱这样的感觉，在这个全球冲突、衰退与气候变化所裹挾的时代，也许世界不会总是像我们所坚信的那样都往好的方向去发展前进。

我们的报告揭示了2023年度12大趋势，并将其分为六组两两对比去呈现这种动荡，为品牌与企业打开挑战与机遇的双向可能。在怀旧与新潮、技术与人文、创新与传统并存的世界中，去寻找这些不断转换的平衡。尽管世事难料，我们仍坚信不移：创意、情感、创新与合作将是大势所趋。由来自电通创意全球网络的人才为本报告提供了洞察与灵感，带来了丰富多元的观点视角。

2022年，随着电通创意DENTSU CREATIVE的发布，我们所提供的服务也随之变革性地跃进。我们希望本报告能为您开启灵感，去接触我们全面且有深度的服务能力，去拥抱新的现代创意工具，去创造文化，去构想更美好的未来。

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TRENDS 2024 SIGN UP

Bucharest

EMEA

São Paulo

Toronto

Mexico city

Singapore

London

Manchester

Milan

Düsseldorf

Turkey

Warsaw

Prague

Budapest

Sofia

AMER

Santiago

India

Zagreb

Buenos Aires

Newcastle

Amsterdam

Edinburgh

Global

APAC

United States

China

通用

新业务

微信@电通创意

Instagram

领英

推特

Facebook

社交媒体

Dentsu Creative collaborated with the renowned Japanese anime 'Gintama' to introduce exclusive KFC content, products, and themed stores. 

Our partnership kicked off with the release of exclusive episodes featuring the Gintama main characters establishing their Yolozuya office within a KFC China store. 

Additionally, we have developed a unique product inspired by Gintoki Sakata, the lead character in Gintama, who has a fondness for sweets and sports distinctive silver hair. This led to the launch of a special sea salt ice cream called Gintoki-san Okinawa Sea Salt Ice Cream. 

To further immerse customers in the world of Gintama, we have also introduced specially themed KFC stores and integrated these experiences into the KFC Super App. Step into the Gintama universe at a KFC near you!

Dentsu Creative x KFC & GINTAMA

Bringing the fictional world of Gintama to the real world with KFC.

GINTAMA

KFC GINTAMA

Dentsu Creative have successfully bridged the gap between KFC and its delivery menu by integrating three beloved classic arcade games: Pacman, Galaga, and Battle City. 

In today's era, traditional arcades have become a thing of the past in China, while mobile games have taken center stage, with a staggering 75% of young individuals engaging in daily gameplay. 
Recognizing this trend, we identified a unique insight: gamers tend to stay indoors and order food delivery while immersed in their gaming experiences. 

This presented an exciting opportunity for KFC to tap into the vast food delivery market.

Dentsu Creative x Gaming Bucket

Introducing Gaming Commerce, transforming players into consumers.

GAMING BUCKET

KFC GAMING BUCKET

DENTSU CREATIVE partnered with KFC to create a full-service virtual dining experience in the online platform QQ, targeting Gen Z customers. 

DENTSU CREATIVE x KFC RE:Store

Reinventing retail for one of the world’s largest audiences.

Re:Store

KFC Re:Store

Huawei introduced its latest flagship smartphone, the Huawei Mate 20 Series, with a remarkable highlight – the innovative HiVision feature. To demonstrate the capabilities of this cutting-edge technology, we showcased its AI-powered scanning and identification functionality, specifically in determining the total calories of various objects based on their shape and type. As an example, users can simply point their camera towards a fruit, and the phone will promptly provide comprehensive details, including the specific fruit type and its corresponding calorie count. This integration of AI and imaging technology offers users a seamless and convenient way to access nutritional information.

Dentsu Creative x Huawei

Bringing humor to mobile phone advertising.

GROUNDHOG AND EAGLE

Huawei

KFC's Authentic Fish-Flavored Shredded Pork: Catfluencers Set the Internet Abuzz

KFC's latest offering, the fish-flavored shredded pork products, has successfully passed the Cat Test. Introducing the Catfluencers, genuine feline influencers with an impeccable taste for fish, who have mesmerized audiences by endorsing KFC's delectable fish-flavored shredded pork products. In China, the Gen Z demographic holds a deep-rooted connection to their cultural heritage, presenting a golden opportunity for brands to gain immense popularity. KFC, however, aimed to accomplish this with utmost authenticity.

To demonstrate their expertise in preparing this traditional Chinese dish, KFC introduced a rice ball and flatbread infused with the irresistible fish-flavored shredded pork. But how could KFC convince the masses of their culinary mastery? The answer lay in a unique approach. KFC invited a group of extraordinary "influencers" - cats, renowned connoisseurs of fish - to showcase and sell the products through an engaging livestream shopping event.

With the Catfluencers at the forefront, KFC has triumphed in authentically capturing the hearts and taste buds of Chinese consumers, leaving a lasting impression on both feline enthusiasts and food lovers alike.

Denstu Creative x KFC Cat Streamers

KFC's new fish-flavored shredded pork products have passed the Cat Test.

CAT STREAMERS

Cat Streamers

Temple Fair

KFC Temple Fair

We played a crucial role in assisting KFC with the launch of an environmental conservation initiative that utilized live video streaming and product innovation.

Our team collaborated on a recyclable chicken basket that would help save 2000 tons of paper annually. To encourage consumer engagement, we implemented a system where customers could scan a QR code. With every three purchases, they would unlock the planting of a square meter of grass in Inner Mongolia.

To provide transparency and allow consumers to witness the entire process from grass seed planting to growth, we utilized live video streaming technology. We published a 30-day live stream featuring farmers in Inner Mongolia, enabling viewers to follow the journey firsthand.

Dentsu Creative x KFC Plantable Basket

An environmental protection idea delivered by live stream.

PLANTABLE BASKET

KFC Plantable Basket

We partnered with Alipay's green initiative, Ant Forest, to inspire their customers to reduce their carbon footprint through simple behavior shifts. Together, we created 'This is very Green', a series of humorous social media films featuring forest animals. These films highlight the connection between "green" initiatives and the preservation of animals' natural habitats. Through metaphor and impactful messaging, our forest inhabitants explain how customers can contribute to a greener future. For example, an elephant demonstrates the importance of using fewer disposable straws by showcasing its ability to suck up rainwater with its trunk, while a crab flexes its claws to encourage the reduction of disposable chopsticks. Our aim is to empower individuals to make a positive environmental impact through small behavior changes. Together, we can create a greener future for all.

Dentsu Creative x Alipay Ant Forest

To capture people's attention we used animals to bring humor to green issues in China.

THIS IS VERY GREEN

Ant Forest

KFC Pocket Stores - Using the power of Social Media Marketing, we brought KFC's consumer engagement to a new paradigm. 

Social Media Consultancy with KFC | Dentsu Creative

We created virtual pocket stores for KFC.

CHRISTMAS POCKET STORE

KFC Pocket Store

OUR WORK

Our Leadership

查看职业发展

DENTSU CREATIVE China，联结品牌的未来。访问我们的网站，了解更多关于我们的服务以及我们如何帮助您的品牌飞速发展。

中国

上海

北京

上海

北京

社交媒体

OUR WORK

GINTAMA

KFC

GAMING BUCKET

KFC

Re:Store

KFC

GROUNDHOG AND EAGLE

Huawei

CAT STREAMERS

KFC

Temple Fair

KFC

PLANTABLE BASKET

KFC

THIS IS VERY GREEN

ALIPAY ANT FOREST

CHRISTMAS POCKET STORE

KFC

Our Leadership

RICHARD TAN

CHRIS CHEN

TIFFANA PUN

BRITNEY PAI

JIANHAO CHEN

KAZUKI TSUBURAKU

GUANG CUI

LIN XIANG

HIROKI ITO

TWELVE TANG

DANIEL TANAKA

CINDY LEE

ECHO WANG

SHOJUN FURUYA

ALEX CHU

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