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CMO Survey 2024 | Dentsu Creative

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Change happens both faster, and slower, than we realise.

As Bill Gates once said, “We overestimate the change that will occur in the next two years and underestimate the change that will occur in the next ten”.

As an industry we are instinctively drawn to the new, the novel, the next. Sometimes we over-estimate the pace of change. The death of broadcast has been announced more times than most of us can remember, while most consumers continued happily to tune in.

In our annual report, surveying over 950 CMOs around the world, we unpack 8 key themes and pivots shaping the future of brands, agencies and businesses.

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