To inform the report, Dentsu carried out a survey throughout 200 advertising decision-makers within the UK and US to perceive the present advertising local weather and how the pandemic had contributed to its adjustments.James Morris, international head of content material advertising and administration at Dentsu International, stated: “The previous few years have seen a revolution in content material; from the calls for and expectations of the patron to the advances in know-how and course of that assist new ranges of innovation from entrepreneurs.“When Covid-19 swept the globe in 2020, leaving an enduring influence on all enterprise, entrepreneurs turned to motion. At Dentsu we’ve launched Content Symphony to meet these calls for and drive ongoing innovation.”Using distinctive insights from the survey, the paper evaluations the present content material manufacturing panorama and the rising significance of creativity, effectivity and consistency when model constructing.It discusses the altering panorama, the consolidation of assets and the restrictions on visibility and management with the elevated want for pace and relevance when utilizing content material to construct manufacturers.The survey discovered that over three-quarters of entrepreneurs have skilled a change of their content material manufacturing necessities in 2020/21, with the same proportion recognizing the issue in responding to cultural occasions inside an efficient timeline.Managing a number of companions (42%) and inconsistent workflows (41%) have been recognized as key contributors to inefficiencies, leading to 85% of entrepreneurs seeing a necessity for a high-quality, creative and centralized answer.Despite a turbulent yr, entrepreneurs stay targeted on reaching model consistency (88%), with 84% of entrepreneurs agreeing {that a} high-quality, constant model expertise was important for gross sales efficiency and enterprise progress. Efficiency (62%) has stepped up alongside brand-building (49%) as a high precedence.The proven fact that 85% of entrepreneurs need to remodel their enterprise for the long run comes as no shock, nonetheless the survey indicated that they’re set to add transformation to their advertising priorities, with 60% trying to streamline their advertising plans, 50% investing in content material administration platforms and a whopping 84% wanting to leverage content material manufacturing platforms to enhance model notion.With many manufacturers going through challenges in complexity of company useful resource and outdated processes that had constructed up prior to Covid, there’s sturdy settlement {that a} content material answer is required to make sure the priorities of the 2021 advertising local weather are met.This is in keeping with survey outcomes that time to a requirement for centralized infrastructure to guarantee high quality and consistency, supported by AI applied sciences to ship scale and pace.Dentsu’s personal answer, Content Symphony, was constructed to meet this demand. Launched in June 2020, Content Symphony contains over 2,000 expert artists in over 30 markets.The answer responds to entrepreneurs’ requires flexibility and management, but in addition gives them and their procurement groups with transparency via stay knowledge and reporting on spend and prices. The Content Symphony providing gives an built-in modular answer and always-on right-on shoring mannequin, with a revolutionary know-how ecosystem that aggregates all knowledge from creative, media efficiency and manufacturing efficiency.This gives automated optimization throughout all advertising actions and unified knowledge reporting that permits international visibility and management, in addition to consistently driving ROI.Content Symphony is a Dentsu International service and answer created by Dentsu’s creative, content material and manufacturing businesses that gives manufacturers with built-in manufacturing companies, globally enabled by know-how and powered by supply excellence.By integrating proper shoring manufacturing companies with an AI-enabled know-how platform, Dentsu’s Content Symphony delivers a constant model expertise at each touchpoint whereas partaking shoppers’ audiences with extremely customized, market-relevant content material. The Dentsu creative businesses, which embrace Isobar and dentsumcgarrybowen, additionally just lately launched Content solutions at scale: a CMO’s need-to-know-guide, a playbook on the final word content material answer for agility, relevance and scale. Download the whitepaper right here.
