As AI capabilities become ubiquitous across marketing and advertising, the question facing brands shifts: What creates differentiation when automation and optimization are standard? Clay Schouest, Chief Strategy Officer, APAC offers his perspective in a new TikTok x The Economist feature on how cultural insight and human understanding drive distinctive creative outcomes. "The brands defining culture today aren't the most optimised; they're the most resonant. As AI becomes table stakes, proximity to culture and the ability to creatively action it is the only advantage that can't be replicated." The convergence of AI tools, creator economies and cultural intelligence demands a strategic approach that balances AI capability with cultural insight, authentic creator partnerships and strong brand direction: The human elements that drive true resonance over noise. Grateful to Madelene Ortega, Sareena Sulaiman and TikTok for Business, our culture partners, for bringing together the strongest voices on how cultural intelligence shapes creative excellence. Read the full report: https://lnkd.in/ggdBSBfZ #AI #Marketing #Strategy #CulturalIntelligence #BrandGrowth
About us
We are dentsu. We team together to help brands predict and plan for disruptive future opportunities and create new paths to growth in the sustainable economy. We know people better than anyone else and we use those insights to connect brand, content, commerce and experience, underpinned by modern creativity. We are the network designed for what’s next.
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https://bit.ly/3lDa6Ff
External link for dentsu
- Industry
- Advertising Services
- Company size
- 10,001+ employees
- Headquarters
- Tokyo
- Type
- Public Company
- Specialties
- Marketing communications, Advertising, Media planning, Media buying, People-Based Marketing , Creative, Innovation, Data, and Technology
Employees at dentsu
View 19k employees at dentsu
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Updates
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A big moment at Amazon unBoxed yesterday! 🚀 Jason O'Toole took the stage with Amazon Ads as they announced Amazon Ads Agent, joining the opening keynote to explore how brands can harness its power to drive smarter, more impactful advertising.
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Yesterday at unBoxed, Mary Charrington joined Amazon for a conversation on the future of programmatic and how AI can help transform the way advertisers plan, activate and optimize campaigns. Mary shared how dentsu is working closely with Amazon to test Ads Agent, helping move the industry toward a more connected, intelligent experience while keeping human expertise at the center. Thank you to the Amazon Ads team for a great conversation and partnership! 👏
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dentsu reposted this
Don't miss Christine Cotter, Managing Director at 360i and Head of Social Innovation, at NAB Show on Oct. 22 in NYC, where she'll discuss the evolution of creator-led content and its growing impact on brands and media. 🤳 🔗 Register here: https://lnkd.in/eW8aMMHQ
🎤3CV is heading to NAB Show New York! Creator-led content is increasingly taking the shape of premium programming, opening the door to IP with value well beyond any single platform. Michael Kassan will lead a dynamic conversation on the business behind that opportunity. The panel will explore how creators and media companies develop original programming, build distribution across platforms and turn fan engagement into long-term commercial value. They'll also dig into where brands can play a meaningful role as these properties grow. "From Following to Franchise: Building the Next Generation of Creator-Led Entertainment” With: 🔹 Christine Cotter, 360i / dentsu 🔹 Chelley Bissainthe, Star of Love Island USA, Host, and Executive Producer 🔹 Jarret Myer, UPROXX 🔹 Moderator: Michael Kassan, 3C Ventures 📅 Thursday, Oct. 22 | 10:30–11:15 AM ET 📍 Javits Center, NYC Read more and register now: https://lnkd.in/g7DG_ani #NABShow #CreatorEconomy
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Last week, Caroline Hughes represented dentsu at the Financial Times Business of Entertainment Summit taking the stage for "From Niche to Mainstream: The Global Rise of Asia's Cultural Exports.” As anime, manga, K-pop, gaming, and other cultural exports continue to shape the global entertainment landscape, Caroline joined industry leaders to discuss the power of fandom, the role of streaming platforms, and what brands can learn from these highly engaged communities. She also touted dentsu’s latest news in this space, an exclusive partnership with Japanese Anime leader, Kodansha Ltd., creating new opportunities for brands to connect with audiences through some of the world's most influential anime and manga IP. Check out the press release here: https://lnkd.in/egT2G3Gf
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dentsu leaders will be sharing perspectives on the trends reshaping our industry at Advertising Week New York. From the rise of creator-driven entertainment and premium video to smarter advertising, the future of B2B media, AI-powered TV buying, and more intentional media investment and more. Catch sessions featuring Whitney Fishman, Rebekah Shalit, Carrie Braverman Drinkwater, Michelle Snodgrass and Bruce Williams throughout the week as they explore what's next for media, marketing, and growth. Swipe through to learn more.
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The new Dentsu Creative CMO Report is here! Download now.👇
The marketing conversation is changing. After years pursuing speed, efficiency and scale, CMOs are now asking “What’s the real impact?” Having been sold a vision for how AI will transform their businesses, they now expect real results, and value real experiences. Capturing the views of 1,950 senior marketing decision-makers across 14 markets, the Dentsu Creative 2026 CMO Report reveals how leading brands are ‘Making It Real’ by moving beyond hype and rethinking how marketing works. Uncovering 10 key themes shaping marketing in 2026 and beyond, we see a shift from potential to proof, and a growing importance of difference and human connection in an increasingly automated world. As technology matures and adoption increases, we see a moment of reflection, where marketers are reappraising their investments and expectations. 🔗 Download the Dentsu Creative 2026 CMO Report: "Making It Real", and discover what competitive advantage looks like when speed, efficiency and scale are everyone’s game: https://lnkd.in/eGasm-Ky dentsu #MakingItReal #DCCMOReport2026 #BrandBuilding #AI
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dentsu reposted this
Kicking off Amazon unBoxed! 🚀 This morning, Jason O'Toole took the stage for the opening keynote to explore how brands can harness the power of Amazon Ads Agent to drive smarter, more impactful advertising.
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dentsu reposted this
The future of agencies isn’t about following the playbook. It’s about rewriting it. ⚡ At AdExchanger Programmatic IO, Maggie Summers took the stage to share how dentsu X is challenging the status quo and shaping the future of the industry. “We can’t just chase the next signal—we have to create it."
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We're proud to share that dentsu and Ozemio have received a Brandon Hall Group HCM Excellence Award in the category of Best Use of Video for Learning for Media 101: The Media Landscape. Developed in partnership with Ozemio, dentsu's instructional design and e-learning development partner, the program brought together dentsu’s media expertise and content direction with Ozemio’s learning design and development capabilities. Created to give learners a foundational understanding of the modern media landscape, Media 101 was recognized for its innovative use of video to create an engaging and impactful learning experience. We’re so proud of what this collaboration has achieved and the learning experience it has created for our people. Congratulations to Danielle M. Marzo, dentsu Americas Learning Senior Director, Deeptanshu Tiwari, Ozemio Group COO and everyone involved in bringing this award-winning program to life.
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