CONNECTING CULTURE AND COMMERCE IN THE ALGORITHMIC ERA
88% OF CMOs AGREE THAT IT'S MORE IMPORTANT THAN EVER FOR BRANDS TO BE PART OF CULTURE
WELCOME TO THE ALGORITHMIC ERA
We live in an era where almost every piece of content we see, and every product we see recommended, has reached us via a complex network of algorithmic signals. AI decides which content is surfaced, which brands show up, which next actions are recommended.
Welcome to the Algorithmic Era. An era where 71% of CMOs around the world agree: “If I don’t win with the algorithm, I will be invisible.”
So how do brands thrive in the algorithmic era?
Some fundamentals still apply: Building Brand, Capturing Demand.
But the media landscape is being transformed at unprecedented pace by a generation who see no disconnect between media and social media, shopping and streaming; simply a battle for the most compelling stories and most connected fandoms.
Thriving in the algorithmic era requires an intentional and strategic fusion of culture and commerce. Winning an outsized share of culture that converts seamlessly to an outsized share of market.
WINNING IN CULTURE
In the algorithmic era, brands must win with communities, entertainment platforms and fandoms to cut through in a world where we can no longer simply pay to interrupt.
Yet 87% of CMOs agree that knowing where or how their brand should credibly connect with culture is a challenge.
At dentsu, we have identified three key principles for Winning in Culture:
PASSION
Connecting with the cultural passion points, communities and fandoms where our brands have permission to play.
PARTNERSHIP
Engaging with Creators and Culture Makers from the worlds of Sports, Entertainment, Gaming and beyond.
PACE
Responding with agility to the pace of culture, and the algorithm’s hunger for novelty.
WINNING IN COMMERCE
What’s more, in a world of social commerce and creator-led content, an outsized cultural footprint can and must seamlessly convert to outsized commercial impact.
86% of CMOs agree that technologies such as live streaming are blurring the boundaries between content and commerce.
Again, we have identified three core principles for indelibly connecting culture to commerce:
PERFORMANCE
A next generation approach to performance marketing that is predictive, not reactive, applied across every piece of content, from brand to demand. For a world where every piece of content must win with the algorithm, or disappear.
PERSONALIZATION
Meeting the right customer with the right message in the right moment. Enabled by a modern content supply chain designed for relevance and responsiveness, not scale alone.
PRESENCE
Building an always-on presence that marries craft and distinctiveness with AI-enabled efficiency to feed the algorithm without feeding a sea of sameness.
HELPING BRANDS THRIVE IN THE AGE OF THE ALGORITHM
At dentsu, we have a unique suite of capabilities designed to help brands and businesses meet this moment. Predictive Intelligence combining AI and Neuroscience to anticipate attention, emotion, and memorability. Proprietary understanding of authentic audience attention, not simply reach and impressions. Decades-long expertise in building brands in the spaces and places that matter most to communities: through entertainment, sports, gaming and influence. Partnering with Adobe in new ways to enable connected content at scale.
But don’t take our word for it, have a look at our latest work. Work that wins in culture, wins in commerce and wins with communities, impacting people, business and society.
A platinum record that unlocked over half a billion dollars in brand value. A YouTube channel that broke 14 world records and launched a new entertainment empire for a footballing icon. A TikTok strategy that revived a 56 year-old cookie brand and delivered over 3 billion impressions on zero paid investment.
Join us at our dentsu Beach House to hear more about the case studies, capabilities and contenders that point the way forward for brands and businesses to thrive in the age of the algorithm.
GAMING
ENTERTAINMENT
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ABOUT US
Dentsu is an integrated growth and transformation partner to the world’s leading organizations. Founded in 1901 in Tokyo, Japan, and now present in over 145 countries and regions, it has a proven track record of nurturing and developing innovations, combining the talents of its global network of leadership brands to develop impactful and integrated growth solutions for clients. Dentsu delivers end-to-end experience transformation (EX) by integrating its services across Media, CXM and Creative, while its business transformation (BX) mindset pushes the boundaries of transformation and sustainable growth for brands, people and society.