Summary
The CMO's go-to playbook for growth has run its course. Customer experiences are stagnant; digital sameness has taken hold; tech spend is skyrocketing; and cost reductions have cut to the quick. Where should CMOs turn to grow their brands? Our research shows that investing in creativity will help firms achieve higher returns over a six-year period. It's time to differentiate and move on from faltering brand experiences with agency creativity.
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