Why 81% of CMOs say creativity is key for success
Creativity has never been more integral to business strategy than it is today. A surprising 81% of Chief Marketing Officers (CMOs) worldwide now view creativity as a fundamental driver of business success. This points to a shift from creativity being seen only as the domain of advertising and brand campaigns, to becoming a central part of the entire business model.
CMOs believe that innovative thinking has the power to disrupt markets, engage consumers on a deeper level, and ultimately drive growth—a belief reflected in the fact that 83% of global CMOs are convinced that creative ideas can transform businesses. Capacity to generate novel solutions and approaches is seen as critical to not only staying competitive but to thriving in a rapidly changing business environment.
CMOs are increasingly recognizing that in a market saturated with products and services, creative ideas are what set companies apart.
Creativity’s growing importance is also linked to the evolving expectations of consumers, who now demand more personalized, authentic, and engaging brand experiences.
Creativity lets businesses meet these demands by crafting unique narratives, designing standout products, and delivering exceptional customer experiences that resonate on an emotional level. This is why CMOs are placing a premium on creative strategies that can cut through the noise and make a meaningful impact on their target audiences.
Marketing as the driving force behind business transformation
Marketing is increasingly being recognized as the engine of business transformation, with 79% of CMOs acknowledging its role in driving change across organizations. In the United States, this sentiment is even stronger, with 85% of CMOs seeing marketing as a key component in reshaping their companies to meet new challenges and seize emerging opportunities.
This clearly points to a broader understanding that marketing is not only about promoting products or services; it’s about fundamentally reshaping how a business operates and connects with its customers.
CMOs are leveraging marketing to spearhead digital transformation, improve customer experiences, and lead sustainability initiatives, all of which are key to long-term success.
Integrating marketing with other business functions—such as sales, product development, and customer service—is becoming more pronounced, and cross-functional collaboration is key for creating cohesive strategies that align with the company’s overall objectives.
Marketing is now driving efforts to innovate, enter new markets, and build stronger brand identities, all while staying aligned with broader business goals.
How CMOs are turning generative AI into a business asset
Generative AI is rapidly shifting from a perceived threat to a valuable tool in the toolkits of modern CMOs. Just a year ago, more than two-thirds of CMOs were skeptical about AI’s ability to create content that could emotionally resonate with audiences.
Today, that skepticism has dramatically decreased, with less than half of CMOs expressing doubts about AI’s creative potential. This change in perception is largely due to the rapid advancements in AI technology, which have shown that AI can indeed produce high-quality, emotionally engaging content when trained effectively.
Over three-quarters of CMOs are now interested in training AI on their brand’s specific look, feel, and tone of voice, recognizing the potential of AI to augment their creative processes and drive efficiency.
AI’s ability to analyze vast amounts of data and generate insights in real-time is also proving to be valuable in an era where consumer preferences are constantly shifting. Brands are using AI to tailor content and messaging, can maintain relevance and enhance their engagement with customers.
CMOs face mounting pressures and uncertainty
How CMOs are managing pressure in a rapidly evolving market
CMOs today face an increasingly complex marketplace, defined by rapid technological advancements, shifting consumer behaviors, and heightened expectations for innovation. Many CMOs are finding themselves at the crossroads of traditional marketing practices and the new demands of a digital-first world.
Pressures to stay ahead of trends, invest in cutting-edge technologies, and harness the potential of AI is immense.
The challenge here lies in the need to predict future trends with accuracy, a task made more difficult by the accelerated pace of change in consumer preferences and technology. CMOs are tasked with making strategic decisions that respond to current market dynamics and anticipate future shifts—requiring a delicate balance between maintaining the core identity of the brand and adapting to new opportunities and challenges as they arise.
Investment in innovation is becoming a key strategy for managing these pressures. CMOs are increasingly directing resources towards exploring new technologies, testing novel marketing approaches, and experimenting with creative solutions.
Why 88% of CMOs struggle to keep brands relevant
Being a part of the cultural conversation is more important than ever, with 88% of CMOs acknowledging the need for their brands to engage with culture in a meaningful way. This, however, is easier said than done, as 74% of CMOs admit that they struggle to find effective strategies to integrate their brands into the cultural zeitgeist.
This challenge stems from the complexity of modern culture, which is fragmented and constantly evolving. Brands must face a reality in which cultural relevance can change overnight, influenced by social movements, technological trends, and shifting consumer values.
For CMOs, the difficulty lies in understanding these changes and determining how to position their brands in a way that resonates authentically with their target audiences.
Brands that successfully engage with culture can achieve a level of relevance and connection that goes beyond traditional marketing. The risk of missteps is high, and the consequences of failing to align with cultural shifts can be damaging.
As such, CMOs are increasingly seeking out new strategies and partnerships that can help them stay attuned to cultural trends and embed their brands in the cultural conversation in a way that feels genuine and impactful.
How CMOs face the challenge of shifting consumer habits
Predicting consumer behavior has always been a challenge, but it has become even more daunting in today’s fast-paced market. With 79% of CMOs finding it difficult to anticipate changes in consumer habits, there is a clear need for new strategies that can help brands stay ahead of the curve.
Consumer preferences are being shaped by a host of factors, from economic shifts to technological advancements, and these changes are happening more rapidly than ever.
Unpredictability makes it challenging for CMOs to develop long-term strategies that can adapt to evolving needs. Traditional approaches to market research and consumer insights are no longer enough, prompting a need for more dynamic and responsive tools.
CMOs are turning to data analytics and AI to gain deeper insights into consumer behavior to identify emerging trends more quickly and develop products and propositions that meet new demands.
Why CMOs are doubling down on innovation with bigger budgets
In response to the challenges and opportunities of the modern marketplace, 79% of CMOs plan to allocate more than 10% of their budget to innovation—pointing to a growing recognition that staying competitive requires continuous investment in new ideas, technologies, and approaches.
56% of CMOs are taking an even bolder stance, committing more than 20% of their budget to innovation over the next 12 months.
Whether it’s through adopting new technologies, launching innovative products, or exploring uncharted markets, these investments are designed to position companies at the leading edge of their industries.
CMOs understand that in order to capture new opportunities and address emerging challenges, they must be willing to take risks and invest in the future. Through prioritizing innovation, they’re positioning their organizations to survive – and thrive – in an increasingly complex and dynamic business environment.
Creativity with a business purpose
Creativity in the modern business world is not confined to advertising or product design. CMOs are adopting a holistic approach, wherein creative thinking influences every aspect of their organization, from commerce and communications to sustainability initiatives.
CMOs must recognize that creativity can be a powerful tool for addressing some of the most pressing challenges facing businesses today.
The focus of this approach to creativity should not be on simply generating ideas; it should be on implementing them in ways that drive tangible business outcomes.
CMOs must focus on making sure that their creative strategies are aligned with the overall goals of the company, whether that’s increasing market share, growing customer loyalty, or advancing corporate social responsibility.
CMOs push for consistent brand stories across every touchpoint
Consistency in brand messaging has become a top priority for CMOs, with 79% of them reiterating the need for every touchpoint to tell a cohesive and compelling brand story. In a world where consumers interact with brands across multiple channels and platforms, making sure these interactions are consistent is key for building trust and loyalty.
Focus on consistent brand storytelling should be driven by the understanding that every interaction a consumer has with a brand—whether it’s through advertising, social media, customer service, or product experiences—contributes to their overall perception of the company.
Inconsistent messaging leads to confusion, diluted brand identity, and ultimately, lost opportunities.
As such, CMOs are investing in strategies and technologies that enable them to deliver consistent messaging across all channels—including everything from aligning content across different media to making sure customer service interactions reflect the brand’s values and messaging.
Building brands with collaboration as a core tenet
CMOs embrace partnerships but fear losing control of their brands
77% of CMOs believe that building brands in partnership with other brands, platforms, and creators is key for success—as they offer opportunities to tap into new audiences, leverage complementary strengths, and co-create innovative products and experiences that would be challenging to achieve independently.
Despite the clear advantages, these partnerships come with inherent risks. 60% of CMOs express concern about losing control over their brand stories and assets when collaborating with external partners. This fear is understandable, as entrusting part of a brand’s identity to another entity can lead to inconsistencies or misalignments with the brand’s core values and messaging.
To address these risks, CMOs must establish clear guidelines and maintain close oversight of collaborative efforts. They’re also selecting partners who share their brand’s vision and values, so that collaborations strengthen rather than dilute the brand’s identity.
What CMOs really want from their agency partners
CMOs look to their agency partners for more than execution; they’re seeking strategic guidance that can drive business transformation. Seventy percent of CMOs want their agencies to bring them what they need to achieve their business goals, even if it’s not what they initially ask for.
CMOs are under pressure to deliver results quickly, expecting their agency partners to be ahead of the curve, anticipating challenges, and providing innovative solutions that can keep the business on track.
Agencies are required to have a deep understanding of the client’s industry, competitive landscape, and long-term objectives.
To further support this, CMOs are increasingly valuing agencies that can integrate creativity with data-driven insights. Blending creative thinking with analytical rigor is seen as a must-have for developing strategies that are innovative and grounded in a solid understanding of market dynamics and consumer behavior.
Ultimately, CMOs seek partners who can contribute to the broader vision of the company, helping to manage the complexities of modern business and driving sustained growth. CMOs should consider leveraging external expertise to grow their internal capabilities, creating a collaborative environment in which both parties can thrive.
Final thoughts
As the market becomes increasingly complex and competitive, the question isn’t whether your brand is creative enough, but whether your creativity is driving meaningful transformation.
Are you ready to fully tap into the power of creativity, AI, and strategic partnerships to survive and lead in your industry? The future belongs to those who dare to innovate—will your brand be one of them?
