To navigate a storm, you need a compass.
That's why we develop clear, actionable thought leadership that helps brands embrace the potential of disruption in the digital economy.
Discover some of the best thinking from across our network.
Consumer Vision 2035: The Era of the Insight to Foresight Pivot
Navigating an Evolving Landscape
In the next decade technology will completely envelop our experience of reality. At the same time, constraints created by what’s happening with the environment and the global population will force to re-examine tenets of our culture and how we think about economic growth.
In response to these pressures, consumers will increasingly lean on their mood states when making their shopping decisions and expect brands to be able to anticipate their emotional states and offer proactive solutions.
Download NowOur latest thinking
Industry Insights
Ahead 2024: Branding Beyond Impact by dentsu X
The world around us is in constant flux. Amidst rapid change, a fundamental truth remains: the power of human connection. As marketers, it’s important to understand that true success comes from di...
Industry Insights
Global Ad Spend Forecast: May 2024
Advertising spend is forecast to grow by 5.0% globally in 2024, according to the latest dentsu Global Ad Spend Forecasts, a mid-year update examining major shifts in ad spend by geography and by m...
Industry Insights
Understanding Generation Beta: Shaping Future Marketing S...
Generation Beta, spanning those born from 2025 to 2039, is set to redefine the landscape of marketing strategies. Comprising the offspring of younger Millennials and older Gen Zs, by 2035, they ar...
Industry Insights
Merkle B2B Futures: The View from 2030
What will the B2B landscape look like by 2030? How will buyers, the digital economy, and the nature of experience and commerce itself change? And how should business leaders respond?
Industry Insights
dentsuHER
In 2023, Hong Kong experienced a pivotal shift for the first time in its history, affluent women now outnumber men. This milestone is part of a broader trend in Asia, a region where women's wealth ...
Industry Insights
dentsu X Motivations: The Blueprint for Brand Success
This impactful campaign aims to fortify dentsu X's Motivations proposition by guiding clients on effectively communicating with their audiences through a profound understanding of this concept.
Industry Insights
Unlocking Gen Z 2024: China Focus
Unlocking Gen Z 2024: A Multi-Dimensional Generation, written by dentsu Z our Gen Z specialists at Dentsu Creative, curates the latest ideas and experiences from the Gen Z community and presents th...
Industry Insights
Digital Advertising Report 2024 By Dentsu India and excha...
The 8th edition of the dentsu exchange4media digital advertising report 2024 highlights the significant trends of 2024 along with real-time facts and figures pertaining to the entire digital advert...
Industry Insights
2024 CXM Imperatives: From Customer Engagement to Empower...
What makes a great brand experience? What have consumers come to expect? And are you meeting those expectations?
In Q4 2023, we conducted a global survey of 2,100 consumers to answer these questio...
Industry Insights
Available Now Retail Evolution CPG – Southeast Asia
The SEA Retail Evolution CPG Retail study was conducted across 6 South East Asian countries covering Singapore, Malaysia, Thailand, the Philippines, Vietnam and Indonesia on how they feel, their ma...
Industry Insights
Future of Entertainment
In a world on the brink of an entertainment revolution, 'The Future of Entertainment' takes you on an illuminating journey beyond 2030. Get ready to witness the breathtaking transformation of enter...
Industry Insights
How purpose-led brands drive value-led decisions: Tag
Creating cohesive and consistent content that instigates value-led decision making from consumers is only possible through a strong brand strategy, in-which purpose and action are connected by valu...
Industry Insights
Creative Trends 2024
One of the world’s favourite poems, “The Road not Taken” is often read as a hymn to individuality. In truth, it’s more a wry reflection on the power of storytelling.
Nevertheless, it’s a poignant t...
Industry Insights
Global Ad Spend Forecasts 2024
Our new edition of the dentsu Global Ad Spend Forecasts describes a year of big media moments and equally big advertising challenges. Entertainment options will expand, and Generative AI will open ...
Industry Insights
The Pace of Progress | dentsu 2024 Media Trends
Over the last 14 years, dentsu’s annual Media Trends report has become the most sought-after trend forecasting report in the industry. In 'The Pace of Progress | dentsu 2024 Media Trends' report, w...
Industry Insights
Carat India Reimagining India's Festive Landscape 2023
Prepare to transform your brand's festive strategy! Carat India introduces the 'Reimagining India's Festive Landscape 2023' Report, drawing inspiration from our worldwide 'Designing for People' fra...
Industry Insights
Finance DNA Asia Pacific
Today, we are continuing to live in an uncertain world. In the last few years, we've faced global political uncertainty, we've dealt with the disruption of a pandemic, and we are now coping with pr...
Industry Insights
Dentsu Creative's CMO Report 2023
In this report, we explore what CMOs are excited about, apprehensive about, investing in, and holding back on as they navigate 2023 and look ahead to 2030 and beyond.
Our report helps you understan...
Industry Insights
Global Ad Spend Forecasts May 2023
In this midyear follow-up to the December 2022 edition of the dentsu Global Ad Spend Forecasts, we share the most significant trends that have materialised from the data collected by our investment...
Industry Insights
The Impact of Influencer Marketing in India
Social media influencers have a substantial effect on brand awareness and attitude. Businesses are focused on partnering with influencers who have developed loyal followings. The future of influenc...
Industry Insights
Marketing a Better Future: a Special Report by Dentsu and...
A first-of-its-kind study in Asia Pacific, Marketing a Better Future focuses on marketers’ role in sustainability and examines the region’s corporate sustainability landscape. Brands and marketers ...
Industry Insights
Unlocking the Why of Human Motivations by dentsu X
Why do people do the things they do? It’s a question that has stumped philosophers and scientists for centuries. Now, you can unravel the mystery of human behavior with dentsu X. Our innovative too...
Industry Insights
The Changing Chinese Travelers by iProspect China
2023 is the year of much anticipation for Chinese Travellers to return, but according to iProspect China's "Changing Chinese Travelers Report 2023" - brands will have to anticipate a different Chin...
Industry Insights
The Data Consciousness Project 2022 by dentsu APAC
With the rise of web 3.0 and the metaverse, we are now entering a new era of data sensitivity. It is time to sharply focus on data intelligence, to create a fair balance between brand and consumer....
Industry Insights
Dentsu China's Golden Opportunities In China's Lower-Tier...
China is rebounding in stride and transitioning to a more consumption-driven economic model, with the world watching to see how this second largest economy taps on consumption in lower-tier cities ...
Industry Insights
Dentsu China: Media Landscape Report Q1 2023
The media landscape has undergone significant changes in recent years, with the rise of digital technologies and shifts in consumer behaviour. To help brands navigate the evolving and complex media...
Industry Insights
Trends Report 2023 A Tale of Two Cities by dentsu Creative
2022 showed us that progress is not as inevitable, and top down authority not as dependable, as we’ve been led to believe. Instead volatility, conflict, recession, climate change and inflation have...
Industry Insights
Dentsu India: XR Technology Insights Report
The current state of technological development with the amalgamation of the physical and the virtual could completely transform how we perceive our world. Combining 5G, IoT, Cloud computing and Web...
Industry Insights
Now to Next: Inventing the Never Before
To wrap a year of learnings and shine a light onto the year to come, dentsu experts share their insights and ambitions on topics that will shape our industry and the wider world in 2023. From custo...
Industry Insights
Ad Spend Report January 2023
Advertising investment is forecast to grow by 8.0% globally in 2022, according to the latest dentsu Global Ad Spend Forecast report. The twice-yearly report, which combines data from close to 60 ma...
Industry Insights
For the Game
For brands, gaming is a massive opportunity that can no longer be ignored. As the definition of gamers moves away from stereotypes and gaming goes mainstream, brands must genuinely understand their...
Industry Insights
Dentsu India: For The Game
Gaming in India has since, come a long way. In India, gaming boomed in the 90s with the adoption of Liberalization, Privatization and Globalization policy and opened its doors to the global economy...
Industry Insights
2023 Media Trends
Even in a slowing economy, consumer behaviours in media evolve at pace. Everywhere we look we see both diversification and convergence - content platforms adding commerce, and commerce platforms a...
Industry Insights
The Cookieless World: A Guide for the New Era of Digital ...
As the clock is ticking on third-party cookies, our report cuts through the ambient noise to help you prepare for the cookieless world. In this new definitive guide for global marketers, we rise ab...
Industry Insights
Carat Brand EQ Report 2022 - Gerenational Focus
Earlier this year, we released a first Brand EQ report looking at the overall global picture we find when we talk with people about brands’ emotional intelligence and category experiences. Our repo...
Industry Insights
Carat Brand EQ Report 2022 - The world’s most emotionally...
In 2020, Carat released a proprietary research report revealing the world's most emotionally intelligent brands. In 2022, we extended our scope to 15,000 people, across 15 markets to ask about thei...
Industry Insights
dentsu global Ad Spend Forecasts July 2022
Advertising investment is forecast to grow by 8.7% globally in 2022, according to the latest dentsu Global Ad Spend Forecast report. The twice-yearly report which combines data from close to 60 mar...
Unlocking Gen Z 2022 - China focus
Creative Service Line of dentsu China has introduced the paper “Unlocking Gen Z 2022: A Generation of Contradictions” , authored by the dentsu Z team, a dedicated dentsu Zoomers, to help unravel th...
dentsu China: Brand Resilience and Prosperity in the COVI...
dentsu China’s latest report provides a unique insights from the industry and marketers from over 100 survey respondents across the dentsu China group. The insights and implications in this report ...
The Future of Food - from dentsu Intelligence ANZ
This is an information piece based on research from various sources. A compendium of trends and insights designed to arm our clients with intelligence on The Future of Food.
Food is the thread in o...
The Return to Why: ahead 2022 by dentsu X
In the midst of asking what has changed, we also ask why. Understanding, care, and empathy should now be placed at the forefront of our thinking. This spirit has led 15 of our leaders across the wo...
Merkle Customer Experience Imperatives
This year marks the tenth edition of Merkle’s annual Customer Experience Imperatives, in which we share our evolving vision for how brands can create competitive advantage through marketing and adv...
Global Ad Spend Forecasts January 2022
dentsu ad spend forecasts show global growth of 9.2% in 2022, with the advertising market reaching US$745.0 billion, exceeding the 2019 pre-pandemic spend levels by US$117.2 billion.
Digital Advertising In India Report 2022
What’s in store for all things Digital Advertising & Marketing in India after a tumultuous 2021? Find out exclusively as dentsu India unveils the 6th edition of Dentsu India's Digital Report.
Industry Insights
Shopper DNA – A Now and Next Vision for Retail
As the world adapts to life in the new normal, it is time to go back to the future. Shopper DNA: The Future of Retail provides the framework for brands to respond effectively to evolving consumer d...
Industry Insights
Dentsu Year in Review 2021: The Power of the Future
As the year comes to a close, we are looking back on 2021 to chart a new path forward for 2022 and beyond. We are excited to share dentsu Asia Pacific’s 2021 Year in Review. In this series of 10 in...
Industry Insights
The New Shape of Superpowered B2B Customer Experiences
Merkle B2B, a leading technology-enabled, data-driven customer experience management (CXM) company, has released a new global study that reveals how the last 12 months have shaped B2B Customer Expe...
Industry Insights
Merkle and Adobe: Top APAC B2B Challenges in 2021
Do you want to know the top B2B ecommerce challenges in APAC (and how to solve them)? To answer this, we brought together marketing leaders at our 2021 Executive B2B Roundtable. They discussed tren...
Industry Insights
Content Symphony - The Ultimate Content Solution
Never has it been so important for marketers to understand the value of building powerful brands to drive business growth. In this document, dentsu’s content marketing experts have looked at the co...
Industry Insights
dentsu Creative Trends Report 2022: New Worlds Order
The “New Worlds Order” theme reflects a profound shift away from traditional models of community, work and ownership towards new, decentralised and democratised models. It represents a shift toward...
Industry Insights
The Rise of Sustainable Media
Given the speed and severity at which this climate emergency is impacting the planet, and its potential to transform industries, and create new markets, there is no time to be complacent. It is imp...
Industry Insights
2022 Media Trends: Reimagine Next
Technologies and ways of working that might have seemed an interesting experiment in other times have become essential. In this report we look at three megatrends that are helping to define the rec...
Industry Insights
Unlocking the Currency of Attention
In the latest phase of attention research with Lumen Research, TVision, and Amplified Intelligence, dentsu set up large scale eye-tracking panels to build our proprietary attention model. This mode...
Industry Insights
Touch-Me-Not: An overview of touch starvation in a Covid-...
The changing lives of consumers may arise from touch starvation as we move into third wave of pandemic, followed by potential trend mapping which will become crucial to brands. Touch Starvation is ...
Industry Insights
Content Symphony: 2021 - The year of Brand Consistency, E...
There is a content revolution underway. Consumer behaviour has been evolving steadily over the
last few years, with increased global connectivity and cutting-edge technology influencing how we inte...
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