As marketing has shifted to a heavily tech-dependent function and continues to shift towards an IP and “brand as service” focus, the CMO is now a CTO in addition to being Chief Entertainment Officer. While they juggle these significant demands, I would encourage marketing leaders to maintain a focus on creativity with a capital “C”. That is, creativity that starts way upstream, perhaps even at the problem statement or the business model stage, and is infused throughout the value creation process and finally, into the marketing strategy and ultimately, the campaign. It is the only way to cut through the sheer volume of noise out there.
In short, demand creativity at all levels and from all partners.
Barely weeks into 2025, we’ve been hit by unrelenting headlines discussing big tech's "retreat from wokeness" (a manifestation of the zeitgeist that is less a reflection of what most people actually want and more a reflection of what will get you into Trump’s good books). Despite the at times painfully pointed rollbacks in DE&I programs, I expect it will return as a key priority for brands. Consumers still expect brands to show solidarity with what they care about and brands will respond with fewer big statements and more simple, intentional and authentic ways to solve problems.
We are now 4 years into the post-covid era and to those of you still waiting for a return to normal I say, keep waiting. Our new, more disruptive reality, driven by AI, politics and a new generation of consumers brought up by algorithms (more on that later), is here to stay. We must all get used to positively embracing the chaos.
Happy 2025 everyone. Enjoy the ride.