The point of view of Italian CMOs

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CMOs describe in the report the need for a new creativity, from omnichannel to omnipresent, to be applied to all aspects of their business. As a result, 79% of CMOs feel pressured to predict the evolution of consumer behaviors and create new products and messages. While CMOs are now more engaged than ever in building and growing their brands in emerging spaces and platforms, the data reveals their uncertainty about how to effectively tell their story in these new channels. Identifying insights by analyzing the business in depth and leveraging them inside and outside companies is now considered the most important role of marketers.

88% of respondents agree that it is critical for brands to be part of culture today, but 74% are unsure how to also leverage the cultural touchpoint in a meaningful and strategic way. Similar hesitation is evident with 77% of CMOs believing that brands today should be built in collaboration with other brands, platforms and creators, but 60% also express concern about giving up full control over their brand journey.

Confidence in generative AI to enhance creativity and innovation as a co-pilot and accelerator of human creativity is growing , and the number of CMOs who see it as a threat to human skill and ingenuity has declined. While 67% of CMOs doubted that AI chinese overseas canada database create emotional content in 2023, that number dropped 18 percentage points to 49% in 2024. A majority of 77% would now be interested in training AI on their brand’s look, feel and tone of voice. In addition to feeling more confident about AI’s potential, CMOs are also feeling more confident about their role in AI, being much less likely to believe that AI could replace their jobs this year.


While Italian CMOs largely reflect the themes that emerged globally, they differ slightly from their international colleagues on some points. At +15% compared to the international average, 94% of Italian CMOs rely on data and insights to anticipate and predict which products to launch on the market and with which messages. Among the main differences captured in the report is also the higher number of Italian marketers (70% vs 56%) who plan to invest more than 20% of their budget in innovation in the next 12 months.

“The data from this research confirms – with pleasure – the evolutionary path of dentsu and the offer at the heart of Dentsu Creative. Companies are looking for consultants/partners who can accompany and support them in their Business Transformation. They want to invest in ideas and creativity because they are aware that it can really stimulate and guide the transformation of their business. They choose partners who can speak their same language, in terms of innovation and results. Results to be understood not only as economic growth, but also having an impact in terms of positive effects for people, society and the world” commented Emanuele Nenna, CEO Italy of Dentsu Creative.