1、THE 2025 BRAND AGENDA：TRANSITION TO TRANSFORMATION02Contents1.FOREWORD2.EXECUTIVE SUMMARY 3.BRANDS SEEK SHARE OF CULTURE4.MEDIA ACCOUNTABILITY5.TRANSFORMATIVE CREATIVITY6.ORCHESTRATION OF EXPERIENCE 7.AI FOR ACTIONABLE INSIGHT8.SUSTAINABILITY FOR GOOD(AND GROWTH)9.SUMMARY030 3Forward0104Enhance cust

2、omer experience across online and offline ecosystemsEnhance customer experience across online and offline ecosystemsLeverage AI and firstLeverage AI and first-party data to power predictive marketingparty data to power predictive marketingEmbed sustainability into the brand and business narrativeEmb

3、ed sustainability into the brand and business narrativeThe report draws on previous Dentsu CMO studies and CMO Council research for a multi-year perspective,highlighting how winning brands are already embracing marketing as a system of growth not just a function of promotion.At dentsu China,we call

4、this shift“From Execution to Elevation”“From Execution to Elevation”where marketing leads the business agenda by connecting data,creativity,and technology to unlock new forms of value.This is not a simple refresh.It is a mandate for marketers to step up as architects of future-ready growth.Transitio

5、n to Transformation:Rethinking the Role of Marketing in Chinas Next Growth ChapterAgainst a backdrop of slowed growth and structural disruption,marketing in China is undergoing a fundamental shift from supporting commercial execution to leading business transformation.As Chinese brands navigate a fa

6、st-changing environment shaped by economic pressure,platform evolution,consumer fragmentation,and digital acceleration,the limitations of traditional growth levers have become clear.Many brands now face saturated categories and squeezed margins,while consumer expectations continue to rise.This has l