WPP（达邦）：2025 AI赋能营销代理机构研究报告：未来转型六大原则（英文版）（53页）.pdf

1、Transformed FutureThe AI-Empowered Agency:Nothing will be out of scopePersonalisation will get more personal,without personal dataDeadlines are redefinedMarketing will bethe last budget cutEvaluation will transcend the traditional pitchMultiskilled agency talent will smash through traditional silos6

2、 New principles for aChapter 1:Evaluation will transcend the traditional pitchpage5Chapter 2:Nothing will be out of scopepage10Chapter 3:Deadlines are redefinedpage18Chapter 4:Multiskilled agency talent willsmash through traditional silospage28Chapter 5:Personalisation will get more personal,without

3、 personal datapage36Chapter 6:Marketing will bethe last budget cutpage45ContentsThe AI-Empowered Agency:6 Principles for a Transformed Future|02IntroductionIts never been harder to be a marketer.While weve been hearing some version of this story for years,this current moment is different.Rapid advan

4、ces in AI technologies are fundamentally transforming how we work and are opening new horizons of creativity and imagination.Yet,even as these AI tools deliver a step change in productivity,their very existence ensures that the remit of marketing keeps expanding.Its a difficult balance.The modern CM

5、O faces immense pressure to deliver ever-increasing growth,integrated solutions and standout creativity in a crowded marketplace.As Jane Geraghty,Chief Client Officer,WPP,puts it:“A lot of CMOs feel like theyre delivering on two jobs.They have to deliver on the day-to-day growth demands and KPIs and

6、 simultaneously effect an AI transformation.”And the path forward is not always clear.Adam Gerhart,Global Chief Client Officer,WPP Media,observes:“Almost one-third of our clients feel that their internal teams dont have the tools,resources or capabilities to deliver future growth.”But with the adven