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1、Media&Entertainment 2030Cultural relevance and opportunities for innovation in the next decadeForewordThe analysis that follows is based on findings from dentus The Age of Inclusive Intelligence report,a study that combines insights from consumer surveys gauging our expectations for the next decade
2、and predictions from world renowned futurists to identify the long-term consumer trends that would shape how brands need to evolve their go-to-market strategies from here on out towards 2030.Many of the trends already in motion,such as the growth of online commerce or the popularity of streaming,gam
3、ing and Virtual Reality(VR)based applications have been accelerated by the events of 2020,which have also irreparably altered and revised our daily habits.In this context,our vision of consumer trends provides new perspective on the drivers of long-term,sustainable brand growth drivers.The Age of In
4、clusive Intelligence analyzes our path to 2030 examining four forces,each comprised of three market trends,that will redefine the market throughout the next ten years.In applying this lens to the media and entertainment sector,this ebook leverages insights from industry specialists across the dentsu
5、 network to map what implications these 12 trends may have for media producers,publishers and distributors and provides a series of recommendations for brands operating in the sector,as they navigate the transformation of viewership and audiences driven by the emergence of streaming platforms,the ex
6、plosion of gaming,as well as consumers becoming accustomed to subscription models and ad-free entertainment options.While looking at such a vast horizon inevitably includes some level of speculation,we have also included,when possible,examples of where media and entertainment brands are making inves
7、tments today to evolve their value proposition in the direction we envisioned.In an age of uncertainty,brands need to discard past playbooks,compete on innovation and imagine the future if they want to achieve true differentiation and redefine what success means in their category.vNavigating this re
8、portThe Age of Inclusive Intelligence discusses four macro-forces that will inform the evolution of consumer behaviors throughout this decade:Universal Activism,Synthetic Society,Bigger,Bolder Brands and the Human Dividend.Each chapter in this report examines the implications of each of these forces
9、 for the media and entertainment sector.Each force is comprised of three trends that we believe will have a level of impact on the sector.To help the reader navigate this narrative,here is a breakdown of the journey ahead:This compass will reiterate the broader context for the trends and industry op
10、portunities discussed throughout the report.FORCE 04The Human DividendFORCE 01Universal ActivismFORCE 02SyntheticSocietyFORCE 03Bigger,Bolder BrandsTREND 01Rise of the titan brandsTREND 03Emotion trumps objectivityTREND 01Acclimatize nowTREND 03Tech togethernessTREND 02Every brand is a health brandT
11、REND 01What robots cant doTREND 03Kaleido-identityTREND 01Beyond humanTREND 035-star citizensTREND 02Objective-free playTREND 02A new data paradigmTREND 02Virtual sets the standardbillion,according to IDC data.6 This growth is driving renewed excitement for augmented reality(AR)and virtual reality(V
12、R)and hype towards the emergence of the Metaverse,driving Facebook to rebrand its holding company under the name Meta Platforms in October 2021.According to dentsus consumer research,gaming is considered better suited to escapism than Movies&T.V.(73%vs.55%).Its regarded as a better way to fill spare
13、 time(73%)than both Movies&T.V.(59%)and social media(52%).7The progressive rise of gaming at the epicenter of popular culture is also informing the appearance of videogame adaptations into movies and television shows,as evidenced by the release of the Dota:Dragons Blood and Arcane:League of Legends
14、animated series on Netflix.Synergies across various media channels go beyond adaptation:the music industry is turning to videogames to host exclusive events like the Travis Scott and Ariana Grande performances in Fortnite.The success of foreign language entertainment content in English-speaking coun
15、tries,a growing trend that found in Netflixs Korean drama Squid Game its most noticeable example,is often supported by buzz on social media:some television shows have experienced a 2.5x higher tune-in rate after they have permeated Twitter conversations and this correlation brought Twitter to partne
16、r with Variety to develop a Trending TV Chart to rank the buzziest tv shows across all networks and streaming platforms.8Meanwhile,sports seem to be stuck between a rock and a hard place:possibly as a result of restrictions to in-person fan attendance the pandemic forced in several countries,viewers
17、hip of traditional sporting events is being threatened by the growing popularity of esports.If that wasnt sufficient,some globally known franchises like the European soccer teams that vowed to form The Superleague last spring are facing the disaffection of fans who are reproaching clubs for putting
18、financial interest above the spirit of the game.9Against this complex backdrop,the next decade of evolving consumer behaviors is going to inform a further,almost restless transformation of media and entertainment on the journey to 2030.4The next few years are set to be transformative for the media a
19、nd entertainment sector.The events of 2020 and 2021 have redefined our notion of spare time and accelerated an evolution of the sector that was already underway.Media consumption habits of consumers were evolving swiftly ahead of the pandemic only to accelerate further towards streaming as people sp
20、ent greater amounts of time at home and with their devices.According to dentsu consumer research,today more people in the U.S.use paid subscription streaming services(74%)and free streaming services(64%)to watch TV or movies than those accessing entertainment through traditional/linear television(50
21、%).1 While this trend is partially being driven by the emergence of new streaming platforms(37%of U.S.viewers subscribe to Disney+,24%to Peacock and 15%to Paramount+),Netflix(74%)and Amazon Prime Video(54%)remain the most heavily-subscribed U.S.streaming channels.2Reassuringly for organizations both
22、 within and outside of media and entertainment,U.S.consumers are still very much accepting of advertising.Of those who have paid to use streaming services,80%still receive advertising and a similar percentage are willing to watch more ads in exchange for lower monthly fees.3Consumer expectations for
23、 media and entertainment are also evolving in terms of a greater desire for authenticity and transparency:the political turmoil and unrest of recent times has led to greater pressure for reform in terms of content moderation due to a rise in misinformation and hate speech against minority groups,esp
24、ecially on social media.In July 2021,Facebook,Google,Twitter and TikTok pledged to tackle one element of this online gender-based hate and violence.4 This type of consumer sentiment has led,for instance,several broadcasters to sign a Climate Content Pledge,vowing to educate audiences about the clima
25、te crisis in the context of the United Nations 2021 Climate Change Conference(COP26).5Gaming is now a mainstream form of entertainment,with global sales rising 20%in 2020 to reach$180 M&E 2M&E 2030/INTRODUCTIONIntroduction A new world to watch and listen invFORCE 01Universal ActivismIn the 2010s,bra
26、nds obsessed about meeting consumer needs.But the term consumer is itself too narrow a concept.In the 2020s,brands will need to reconceive of their customers as activists,driven by a new range of influences and causes,from climate change to data privacy and new definitions of identity.an enlightened
27、 approach,but also to develop products,connectivity and content in ways that have positive impacts on the environment.According to dentsu and Microsoft research,media delivery and consumption isnt fully associated by with carbon emissions:15%of survey respondents think browsing the web contributes t
28、o climate change,17%believe watching TV contributes to carbon emissions,14%say the same about gaming and 11%about streaming music.12 However,we expect the level of scrutiny for media and entertainment companies to heighten over the next decade.Consumers are becoming increasingly concerned about the
29、environment and sustainability.According to dentsu research,8 out of 10 people believe that climate change will have irreversible consequences and 2 in 3 consumers believe that by 2030 a companys reputation will depend on its action to address climate change.10Our research also shows that the pandem
30、ic crisis also contributed to heightening awareness toward the state of the environment for many consumers,with 73%of people concerned about the increased use of disposable packaging,gloves and masks.11Climate change has already affected the lives of millions and,by 2030,we will have firmly entered
31、the age in which many consumers eco-concerns will be central to purchasing decisions.Media and entertainment companies have a chance here to not only use their own platforms to inform the public,like the Climate Change Pledge broadcasters,or convey progressive sustainability messages to audiences de
32、manding M&E 2M&E 2030/UNIVERSAL ACTIVISMAcclimatize NowTR E ND 0 16able to optimize every aspect of production for sustainability,from transport and material choices,through to material disposal and recycling.Companies like NBC Universal are committed to net zero production and have established prog
33、rams to educate film and television crews on how to take action to minimize the impact of productions.15Activism Is the New StardomWhile many businesses use their sustainability approach as a differentiator,the arms race to be best will become more egalitarian by 2030.Activism is part of Gen Zs defa
34、ult way of communicating.Media companies will respond best by producing content that speaks to Gen Zs activist spirit leveraging trusted sources in this arena.Companies will have to produce content that speaks to Gen Zs activist spirit and adopt sustainable practices if they are to remain relevant.B
35、rands should start working with activists as influencers and ambassadors.Rather than seeing A-list celebrities become advocates for the environments,we will see more activist become A-listers on account of how Gen Z identifies with them.Xiye Bastida,a New York based climate activist,can count on 18K
36、 followers on Instagram.Her 3.37%engagement rate is well above the 0.13%platform average for influencers with a similar sized audience.16The Rise of VOP(Voice of the Planet)We are facing a 6th extinction event:the planet is speaking,but weve only just started to listen.By 2030,the climate crisis wil
37、l occupy much more of our attention.Media and entertainment outlets will need strategies to guide when and how they speak on behalf of the planet.Media needs to move beyond statistics and find creative ways to reach people on an emotional level if they intend to drive real change.For instance,by mak
38、ing nature the hero of its narratives and star system.In 2020,the first Bee Influencer was born.Created by Fondation de France,bee_ nfluencer exists to increase awareness about the threatened bee population.13 Named B,she has built an audience of 250,000 followers on Instagram and was used in brand
39、partnerships to finance projects to support the protection of bees.Greening the Media&Entertainment Supply ChainThe entertainment industry is already monitoring greenhouse emissions on productions.On the path to 2030,efforts will continue to intensify as recognition of the issue rises.Movies with bu
40、dgets over$50M can produce as much as 4,000 metric tons of CO2,according to Columbia Climate School.14 Working with organizations such as Green The Bid,media and entertainment companies are M&E 2M&E 2030/UNIVERSAL ACTIVISM7Acclimatize Now-ImplicationsGreen Becomes the Default in Media&EntertainmentT
41、R E ND 0 1Consumers are increasingly seeking experiences where they can contribute to the fictional world of the story through interactivity.Media and entertainment brands have an opportunity to be at the forefront of the burgeoning creator economy by allowing consumers to contribute to the cultural
42、 cache of their IP.The large-scale adoption of privacy-first behaviors and services will be highly problematic for many brands.Looking ahead to 2030,60%of people we surveyed report they are afraid of becoming unable to purchase goods or even access critical services(such as healthcare)without disclo
43、sing personal data.And 8 in 10 consumers would like more control over the personal information they give to companies.17According to dentsus research,seven in ten consumers think that more regulation is needed to govern the development of new technologies such as artificial intelligence.18 This mean
44、s that brands will need to develop experiences that go beyond the response to tracked behaviors and the capabilities enabled by tech but earn consumer trust and empathy through non-prescriptive values.Storytelling will be a key value needed by brands to command attention and potentially entice custo
45、mers to share their data by incentivizing them with engaging content.And who better to do this than media and entertainment organizations who are already so well-versed in storytelling techniques?M&E 2M&E 2030/UNIVERSAL ACTIVISM8A New Data Paradigm TR E ND 0 2TV is Ubiquitous Again+Truly Interactive
46、Instagram,Amazon,and Facebook are leaning into live streaming.By 2030 this will become the default,with advanced interaction capabilities built in.Today,Amazon Prime gives you extra information about what youre watching in the form of IMDb content on screen.By 2030,experiences will be connected to s
47、mart homes and historical data for even more immersive content exploration.Entertainment platforms algorithm will have a greater impact on the marketplace as shows become commerce-enabled:in a recent dentsu Navigator report 45%respondents said they would use streaming platforms to purchase products
48、used or worn by their favorite characters.22Data-driven Focus GroupsAI and machine learning will enable media and entertainment companies to get real-time insights on audiences responses to content from opted in spectators.Disney is exploring Affective AI,a technology used to detect and analyze huma
49、n emotional states.In the future,this could be integrated into platform and devices used to watch entertainment content,like smart TVs,tablets,and mobile phones,in addition to being used in movie theatres,and offer previews to opted in subscribers that are leveraged to optimize content before worldw
50、ide release.19Everyone is a Creator in 2030Today,children play by pretending theyre shooting their own YouTube shows.Tomorrow,this will become the default reality for everyone.In 2019,a poll from Morning Consult revealed that 54%of Gen Z would become influencers if they could,and there are more than
51、 500,000 influencers in the U.S.today.20Media and entertainment companies should develop tech and processes to identify and nurture emerging influencer talent.In 2015,Zola wrote a 148-tweet viral story about the mishaps of two strippers that is now a major motion picture with rave reviews(88%on Rott
52、en Tomatoes and 6.9/10 on IMDb).21M&E 2M&E 2030/UNIVERSAL ACTIVISM9A New Data Paradigm-ImplicationsTR E ND 0 2 In 2030,We Tell Better Stories to Beat the BotsTraditional concepts of identity are shifting rapidly nearly two-thirds of 18-24-year-olds believe that concepts such as age,gender and race w
53、ill be redundant by 2030.23Identity will rather evolve to incorporate a range of values audience members care about such as sustainability,more granular minority rights and urban dwelling.This will provide consumers with new sources of belonging and identity that brands will need to navigate careful
54、ly.A hyper-connected world with almost total internet penetration also means greater exposure to difference,although the increasing proliferation of echo chambers will counteract this trend.That explains why we expect a continuing shift away from traditional identity markers towards more granular an
55、d individual expression of identity,reflecting the growing level of diversity throughout the 2020s.Navigating personal identity in the 2020s will be no small feat for brands.Today around one-third(29%)of consumers globally agree they are troubled that ads do not reflect society in terms of race and
56、gender.24 Its imperative,therefore,that media and entertainment companies embrace the advantages that they have in being able to create content and portray scenarios founded upon the layers of difference and identity that will emerge in greater numbers over the next decade.M&E 2030/UNIVERSAL ACTIVIS
57、MKaleido-identity TR E ND 0 310characters and highly textured settings to tell more compelling stories.3 million people watched the finale of Mare of Easttown,for contrast,6 million people watched the Emmy Awards in 2021.The show-featuring a set in distinctive rural Pennsylvania-follows a familiar f
58、ormat(Crime Drama),but was a success because of its specificity.Fans,Literally,Live Brands and StoriesIn 2030,advances in AR will enable members of communities predicated around fandom,anywhere to be in their favorite show,or live their favorite brand.To achieve hyper-relevance,we will make consumer
59、s part of the story.Media and entertainment companies will need to find ways to embed customers into the plot,making them guest stars and sending them on side quests.In 2018,Skittles created a commercial for one person.This trend of customized content will help brands beat the bots,virtual assistant
60、s,programmed to ignore irrelevant content.26Interactive Experiences Open Us Up to OthernessBy 2030,the proliferation of interactive experiences will give users more opportunities to experiment what its like to be in someone elses shoes.There is already a tradition in gaming of“first person”perspecti
61、ve games,but imagine VR first-person perspective movies or even TV commercials.Imagine being able to assume another gender to experiment more safely or just be exposed to otherness when living in a small,rural town in ways that were impossible in the past.Electronic Arts The Sims 3,released in 2009,
62、allowed full,equal same-sex marriages,while the US only granted same-sex marriage rights 6 years later.The Sims has now fully embraced gender fluidity,lifting all gender restrictions to allow for more representative,inclusive and realistic gameplay.25Programming Gets Hyper-LocalAs the U.S.becomes mo
63、re diverse and identity more nuanced,content creators should synthesize the hyper-specificity of nuanced M&E 2M&E 2030/UNIVERSAL ACTIVISMKaleido-identity -ImplicationsCREAM 2030-Care Rules Everything Around MeTR E ND 0 311FORCE 02Synthetic Society In the 2010s,consumers and brands alike placed a pre
64、mium on natural products and ways of living.In the 2020s,well see a widespread embrace of synthetic enhancements and virtual experiences that improve our health and the way we pursue pleasure.As the definition of what it means to be human shifts dramatically,media and entertainment brands will need
65、to rethink their content and delivery strategies to adapt because innovations such as brain-powered computer interfaces will not respond to the same triggers and needs as people today.As the dissemination of synthetic beings and companions becomes the norm,entertainment companies will need to naviga
66、te which forms of content can be enhanced using artificial performers and which are not appropriate for to feature them.By 2030,exponential advances in biomedical and technological research will enable people to upgrade their cognitive and physical capabilities.And many will want to do this.Research
67、 from Foresight Factory suggests 44%of people globally believe that humans should be able to use drugs and technology to improve themselves,even when they are healthy.27Peoples notions of what it means to be human are already evolving.For example,our research shows that 34%of consumers would conside
68、r having a microchip in their brain to improve physical senses,improve life expectancy and learn new skills(rising to two-thirds by 2030).28However,by 2030 only a small subset of affluent citizens will be able to afford fundamental biological and technological upgrades,calling into question the righ
69、ts of people to access such services.For brands,many of whom base their marketing strategies around understanding human nature and human-centered design principles,a key implication will be to reconsider what it means to be human and how strategies will need to evolve accordingly.M&E 2M&E 2030/SYNTH
70、ETIC SOCIETYBeyond Human TR E ND 0 113Partnerships with cannabis brands could prove to be beneficial given that 52%of pot users are Millennials.30Entirely Synthetic Artists Gain Real FansToday most of the content we consume is created for people,by people.In 2030,some of what we consume will be made
71、 by machines.In 2020,CAA signed Lil Miquela,an entirely CGI artist,to its roster.She is puppeteered by a group of artists,engineers,and storytellers.31Further advances in AI are enabling machines to make music on their own.This could be a massive benefit to media and entertainment companies in terms
72、 of being able to use both machine-create content and CGI and other technologies to create virtual characters and brand mascots to front new forms of entertainment.However,brands should be weary of consumer skepticism toward automated content and consider the cultural climate before launching into t
73、hese type of initiatives(developing an AI-generated script during the Writers Guild of America strike,for instance,would probably a maneuver that damages a brands reputation).The Dead Walk Among Us Once MoreAs were able to combine more and more forms of advanced tech,entertainment gets more interest
74、ing.Media and Entertainment companies should think about their existing catalogues and what assets they have.They should consider partnerships that fit with the estates and personalities of past artists and consider making prudent investments in trial content.As time progresses and fans get used to
75、it,dead celebs doing new things will be the new normal.In 2012,16 years after his death,Tupac performed at Coachella.Combined with deepfake tech,in the next decade we will see more holograms of dead celebs.29Drug and Entertainment Pairings Go MainstreamMedical Marijuana is legal in 37 U.S.states,rec
76、reational use is legal in 19 states,and in 31 states Marijuana has been decriminalized.The mainstream future of cannabis and psychedelics is imminent.Eventually well see entire experiences designed for use with specific drugs.Bold brands should consider content and experiences that pair well with le
77、gal drugs and start to ladder to existing consumer behaviors.M&E 2M&E 2030/SYNTHETIC SOCIETYBeyond Human-ImplicationsEntertainment Will Transcend What It Means to Be HumanTR E ND 0 114The emergence of eSports has already captivated viewers around the world.Audience numbers of people viewing eSport c
78、ompetitions skyrocketed in the 2010s,rising from 134 million in 2012 to an expected 644 million by 2022,according to Newzoo.32Esport viewership skyrocketed during the lockdowns:Twitch,which dominates the game streaming market,recorded an increase in viewership in May 2020 of over 75%compared to the
79、previous year,reaching an average daily audience of 2.36 million(up from 1.26 million in 2019).33By 2030,eSports and immersive gaming will have changed the way we look at real world sports and activities,forcing the latter to innovate to keep up.eSports competitions will overtake traditional sports
80、in terms of viewing figures,while the next generation of augmented technology will elevate day-to-day experiences,overlaying audio and visual content across many aspects of a consumers day in 2030.This is a huge growth opportunity for media and entertainment brands because the influence of eSports w
81、ill spill over into traditional programming and content formats to keep pace with consumer demands:62%of people we surveyed said that lockdowns have made them more interested in discovering how technology can be used in entertainment.34M&E 2M&E 2030/SYNTHETIC SOCIETYVirtual Sets the Standard TR E ND
82、 0 215The Metaverse Will Give Fans More Access to Memorable ExperiencesBy 2030 virtual concerts and events in interactive environments will become more commonplace,giving fans everywhere the opportunity to take part in memorable experiences that would otherwise precluded from them.As these environme
83、nts become more connected through the emergence of the Metaverse the experiential layer built on top of Web 3 technologies opportunities for fans will multiply.Lil Nas X concert in Roblox was attended 30 million times.Other performers like Lady Gaga are now rumored to follow in the steps of Travis S
84、cott and Lil Nas X and book their first virtual performance.36Virtual Sets the Standard-ImplicationsVirtual Entertainment Becomes the NormeSports Athletes Go Truly MainstreamBy 2030,Twitch will be partnered with broadcast TV and eAthletes will garner endorsement deals that rival those of traditional
85、 athletes.Johan Sundstein is the wealthiest eSports athlete of all time,having earned around$7M in prize money.35 For contrast,UFC Champion Conor McGregor is worth an estimated$180M.While eSports still have a long way to go in terms of earnings,their fan bases and viewership are high.Brands should c
86、onsider working with these athletes to build lasting relationships with both the athletes and the communities they serve.Haptic Devices Live in Every HomeFeeling like youre there is almost as good as being there.Haptic devices-that can create an experience of touch by applying forces,vibrations,or m
87、otions to the user-make it possible to get more out of games and other live events.In 1972,Pong became the first sports video game.Back then,games were played in arcades and since then games have only gotten smaller,more portable and more immersive.By 2030,driven largely by gaming popularity,haptic
88、devices will be in many U.S.households.Media brands who want to make the most of this coming trend should start designing experiences for advertisers that work with haptics:imagine if you could feel the effervescence in a can of Coke.M&E 2M&E 2030/SYNTHETIC SOCIETYTR E ND 0 216For example,robot comp
89、anions represent a potential solution to loneliness for both those lacking close relations and those more at risk from physical encounters,such as the sick or elderly.Our research shows that already today one-third of consumers would consider allowing AI to care for an elderly relative unsupervised.
90、37In 2030,tech-induced and heightened multi-sensory stimulation will allow consumers to experience real,human connection,whether alone or with someone else.Media and entertainment companies are in a very strong position to play a key role in developing these connections based on emotional,meaningful
91、 and entertaining experiences.In the next decade,technology will be increasingly leveraged for human connections,forging togetherness despite distance or solitude and democratizing friendships and intimacy.For brands,this means exploring new ways of communicating and engaging with potential customer
92、s,through senses in addition to sight and sound.Forget sonic branding:get ready for the emergence of sentient branding.Virtual socializing received an unprecedented boost during the pandemic lockdowns.Communicating with others digitally offers a safe,efficient and cost-effective alternative to physi
93、cal meetups.While digital communication with others has been shown to help mitigate feelings of loneliness and isolation,it cannot replace real life interaction and the human touch,yet.But as technology evolves over the next decade,we can expect it to further redefine the future parameters of relati
94、onships and connection.M&E 2M&E 2030/SYNTHETIC SOCIETYTech Togetherness TR E ND 0 317The First Human Is Uploaded to the CloudBy 2030 new tech allows us to integrate the human consciousness with computers.Integrating personality,speech and signature moves our loved ones and friends from far away are
95、with us to enjoy media and entertainment.Laughing and crying together improves and softens the stages of grief.Companies like Elon Musks Neuralink are exploring the integration of chip technology and the human brain.39Connected Entertainment Will Cure Seniors Loneliness Today platforms like Netflix
96、allow us to view shows together.In the future,these experiences will get integrated with food delivery apps and smart homes to give us the ability to have a fully immersive shared entertainment-driven experience together even if we are apart.This will become very relevant for senior companionship,al
97、lowing us to spend time together remotely.Home and Entertainment Become Inextricably LinkedBy 2030,consumers homes will be smart enough to link entertainment activities with the lighting chosen and even with food being prepared.Consumers will even be able to sync experiences with those of their frie
98、nds.Your entire home will entertain you by 2030.The lights will be automatically coordinated with programming,as well as popular food services.Further,youll be able to share these settings with friends for more social experiences.Premiered at CES 2023,LGs Expanded Screen experience combines a tradit
99、ional TV with a series of projectors,speakers and motion sensors,allowing the image on the Television to suddenly escape the confines of the screen to fill the entire room via projections that matched up to the images on the screen,with a set of surround speakers fill that room with relevant sound.3
100、8M&E 2M&E 2030/SYNTHETIC SOCIETYTech Togetherness-ImplicationsSeamless Experiences Become the BaselineTR E ND 0 318vFO RC E 0 3Bigger,Bolder BrandsOver the last decade,consumers have become more empowered,with increasing choice and the ability to engage with brands on their own terms.In the 2020s,th
101、e focus will shift to how brands can help meet consumers needs more effectively across all aspects of daily life.At the same time,enabled by data,brands will also be more selective in the consumers they choose to engage with.Rise of the Titan Brands TR E ND 0 120According to our survey,by 2030 a thi
102、rd of consumers would consider using a single company for all of their lifestyle needs,including shopping,healthcare and financial services.40This shift to a market dominated by Titan brands will transform our perceptions of customer loyalty and brand choice.Super-functionality will be the primary d
103、river of brand loyalty,with brands assessed on their holistic benefit to the customers life.Whats more,the march of brands into a more vital role in the global consumers life,even replacing services traditionally provided by government,has been accelerated by the pandemic crisis.The most obvious can
104、didates for future Titan brands are Amazon and Alibaba,due to their continued expansion across industries and consumer life in Western and Eastern markets respectively.In the last few years Amazon has moved into a growing M&E 2M&E 2030/BIGGER BOLDER BRANDSnumber of sectors,such as apparel as well as
105、 media and entertainment.Alibaba has entered the film industry and healthcare sector with the launch of Alibaba Pictures and Ali Health.For media and entertainment brands,this means putting a focus on high levels of super-functionality(such as time and money saving features)to receive emotional enga
106、gement for free from their consumers.Brands who seek to become,or challenge,Titan brands will need to ensure that they nurture a deep-rooted and sustained level of trust across their customer base,to cultivate a loyal audience for future expansion.Entertainment Stand Up Talent AcademiesThe average c
107、onsumer currently spends 4.5 hours a day consuming digital entertainment,according to Midia Research.42 Its expected that this demand for digital content will continue to grow.Our production pipeline cannot keep pace with this demand.By 2030,top brands will have their own academies to train talent.C
108、ontent platforms like Disney+.Netflix,and Hulu are already creating content for their various platforms.Brands should take a note from their book and either partner or build their own content engines to produce high-quality video content and,further,build communities around their content.Rise of the
109、 Titan Brands-ImplicationsPeople-First Approaches Still WinEcosystems Continue to ConsolidateBy 2030,there will be an entertainment oligopoly,with four or five major players owning all the content that we consume.In a flip from the standard dystopian outcome imagined in much of our sci-fi in 2021,ce
110、ntralized data will inform addressable media and improve the entertainment experience.Your preferences,GUIs/dashboards and synchronization will build a bridge to communities and like-minded people.And You May Also Like suggestions will become smarter.Bigger,Browner,Newer Brands RiseAs our population
111、 becomes more diverse,so too will our entertainment brands,this will happen within and within the output of our institutions.By 2030,we will likely see the emergence of the first multicultural entertainment titan brand.Group Black has recently announced its$looking to make acquisitions in the media
112、space to accelerate its reach and scale.41M&E 2M&E 2M&E 2M&E 2030/030/BIGGER BOLDER BRANDSBIGGER BOLDER BRANDSTR E ND 0 121Its important that media and entertainment organizations work to recognize that some products,services and advertising might negatively impact both consumers current and future
113、health and reduce or eliminate any such adverse effects on peoples mental and physical well-being.On a more positive note,theres an opportunity to empower consumers on their wellbeing journeys by,for instance,rewarding them for healthier behaviors such as physical activity.Overall,the emphasis on he
114、alth over the next decade will create a bigger demand for wellness-focused content.By 2030,securing long-term health and extending longevity will be the ultimate goal for many consumers.Our own research shows that nearly half(46%)of consumers expect they will use technology over the next decade to p
115、redict what will happen to their physical health.43 And,by 2028,one in ten global consumers will be using a wearable device that monitors their stress levels throughout the day.44Due to growing health concerns,we expect a future where the tracking and curbing,of time spent on devices is standard.Pro
116、ducts that protect consumers from blue-light and radiofrequency radiation will multiply in the 2020s.In the future,more consumers will live in smart homes,which automatically optimize the indoor environment for better health.By 2030,smart objects and assistants everywhere will use cameras,audio and
117、sensors to diagnose a range of symptoms,with AI and Big Data providing personalized advice and treatment afterwards.More and more consumers will adopt smart bathrooms:we have seen signs of this type of tech ubiquity at CES in 2022,where Icon.AI premiered a smart mirror.45M&E 2M&E 2030/BIGGER BOLDER
118、BRANDSEvery Brand is a Health Brand TR E ND 0 222Prescriptions Become Mood-basedBy 2030 well be able to predict how youre going to feel based on environmental indicators.Well be able to dispense prescriptions to change the way you feel in an instant.Rainy day?Your cocktail of supplements auto-adds V
119、itamin D.Scary movie?Your air filtration system helps comfort you with enhanced oxygen and CBD.Media and entertainment will become part of the mood cocktail:need to feel like a superhero?Feeling down?Your noise levels,screen consumption and horoscopes will all co-mingle to encourage you.Wellness Bec
120、omes a Major Entertainment OpportunityBy 2030,every aspect of our health will be centrally monitored and managed.Well get entertainment recommendations based on our health metrics.And,increasingly,people are using screens(watching movies and digital content)while working out.Brands should consider m
121、aking bespoke entertainment experiences designed to be co-viewed between users and consumed while engaging in passive workouts like running on a treadmill or stationary biking.Netlix has recently uploaded a robust library of workout content in its library.Pharma Shows Gain PopularityAs health become
122、s a more prominent concern for consumers,shows investigating the benefits and risks tied to pharma product will become a mainstream genre.Netflix recently launched a documentary focused on Xanax,Take Your Pills,while Dopesick and The Dropout are very popular fictional TV shows based on the scandals
123、surrounding Purdues OxyContin and Theranos.Americans spend 12 hours a week working out,according to a survey by Myprotein,more time than they spend socializing with their friends.46 M&E 2M&E 2M&E 2M&E 2030/030/BIGGER BOLDER BRANDSBIGGER BOLDER BRANDSEvery Brand is a Health Brand-ImplicationsHealth i
124、s Ubiquitous Across ExperiencesTR E ND 0 223who fail to play by the rules will risk restrictions or,worse still,being excluded from services entirely.This could favor companies in the luxury sector,where exclusivity increases brand desirability.For media and entertainment brands,its likely to be a c
125、ase of defining what constitutes a 5-star customer,to identify exactly what kind ofconsumer behavior they are trying to promoteand to segment their audiences in new ways.By 2030 it will be standard practice for brands and governments alike to rate their consumers and citizens across a range of facto
126、rs,determining whether they allow access to exclusive services or even public services.Expect hotels that only allow 5-star customers to stay or luxury brands that only sell to customers with a high influencer score.This begins to open the way to a Black Mirror-style future where new social platform
127、s allow consumers to rank each other,suggesting a plausible world where each person has a score across work,personal and public service contexts.A key development to monitor will be who has the most power to leverage social ratings in society:consumers,businesses or governments?Much of this will be
128、impacted by cultural differences,such as attitudes towards data sharing and online privacy.By 2030,the so-called reputation economy will have fully matured and personal reputations will have become prized assets.It is increasingly likely that privileges,such as a premium customer service or promotio
129、ns and discounts,will be extended to good users,while users M&E 2M&E 2030/BIGGER BOLDER BRANDS5-star CitizensTR E ND 0 324Unemployment and EdutainmentIn an effort to bolster our workforce,the government will pay people to watch educational content and upskill themselves for the jobs of tomorrow.In 2
130、021 the OMB(Office of Management and Budget)saw its first class of data science trainees from 20 agencies graduate.Its only a matter of time before federal governments start to up and reskill the broader constituency directly.For media and entertainment companies,it would be wise to look for ways to
131、 partner with the government and non-profits to provide high-quality upskilling content on demand.Gamifying VolunteeringBy 2030 citizens will be incentivized by the government to use their leisure time to volunteer.Theyll receive tax credits for participating in approved causes.Some 25%(63 million)o
132、f U.S.adults volunteer,according to the U.S.Bureau of Labor Statistics,but that number is decreasing.47 As the demand for high-skilled workers in the public sector increases,the government will need to help organizations by incentivizing volunteering.For media and entertainment companies,new partner
133、ships that help organizations with their marketing,content,or even promotion of a cause is the way forward.Gamification is a natural fit.Companies like VolunteerHub create rewards program that are built from the ground up to be integrated within volunteering initiatives.48M&E 2M&E 2030/BIGGER BOLDER
134、 BRANDS5-star Citizens-ImplicationsBrand&Government Partnerships Are the New NormTR E ND 0 325vFORCE 04The Human DividendIn the 2010s,we focused on integrating digital technologies into the everyday aspects of our lives and of business operations.In the 2020s,attention will shift towards those trait
135、s and capabilities that make us human,leading to a renewed celebration of what makes us unique-as well as understanding our limitations.Furthermore,we will witness a cognitive convergence whereby robots become capable of reproducing the human skills we hold dear.For example,as AI advances,so does it
136、s ability to be creative.In 2019,Warner Music became the first record label to sign a music deal with an algorithm.50Yet,it remains unlikely that robot-produced creative work will substantially take off over the next decade,as consumers remain interested in the imperfect and authentic human process
137、behind works of art as much as the final piece.Media and entertainment brands have the chance to focus on their core skills-having a sense of humour or a vivid imagination,being a compelling storyteller,are all skills that will increase in importance both in and outside the workplace.Faced with the
138、threat of automation,by 2030 there will be an even greater premium on human skills such as creativity and compassionand the brands that can embody these traits.At the same time,AI-driven productivity will liberate many workers from repetitive tasks,allowing them to pursue more fulfilling work and fi
139、nd a better work-life balance.Embedding and nurturing human skills and traits across a customer base and workforce will become a dominant brand value.Were also seeing demand from consumers for regular breaks from technology our own research shows that nearly half(48%)of consumers today intend to tak
140、e periods of rest from using their computers and smartphones.49In 2030,mass production and customization will persist,but expect human craft and creativity to become a key factor in consumer choice.M&E 2M&E 2030/THE HUMAN DIVIDENDWhat Robots Cant Do TR E ND 0 127Sound design is enhanced to stimulate
141、 beta waves and alpha waves at certain times of day and play.New technology built from coral reef conservation is borrowed to enhance the human experience with music and cinema scores alike.Transparency About AI Use Becomes a MustGenerative AI is opening new possibilities in terms of automating the
142、production of entertainment content,writing script and even directing shows.However,in a recent dentsu study consumer are adamant that brands should disclose when AI is used to create content.51On December 17,2022,28 Squared Studios and Moon Ventures released The Safe Zonethe first-ever film written
143、 and directed by AI.Created using Open AIs ChatGPT,The Safe Zone is set in a dystopian future where AI has taken over the world.52We Pay Collectively to Support CraftWith so much of life automated and increasingly uniform,fine craft becomes more precious,and through platforms like Patreon,we pay cre
144、ators to keep crafting.OnlyFans has 7 million registered users supporting content creators.Patreon has over 1 million users supporting 50,000 creators.And its no secret that influencer culture has exploded.Media and entertainment brands should think of ways to incorporate the fanbase into the experi
145、ences they offer.For example,providing open,shoppable,Etsy-like channels to communities,enabling people to support people.Or launching contests for fan-creators to develop official merchandizing based on the IP of their favorite franchises,to combat counterfeit products.Sonar Technology Opens New Do
146、orsIn 2030,all new cars will have sonar and radar and our devices will do too.The inclusion of this new tech opens doors for entertainment and media.M&E 2M&E 2030/THE HUMAN DIVIDENDWhat Robots Cant Do-ImplicationsWe Amplify Whats Left of Our HumanityTR E ND 0 128A dichotomy exists in consumers leisu
147、re time aspirations:some want to utilise their downtime for self-improvement whereas others opt for objective-free entertainment.In recognition of this,media and entertainment brands should reposition their offerings to the audience they wish to attract,focusing their messaging on either helping cus
148、tomers to upgrade their skillsets or on reassuring them that optimisation does not need to be the ultimate objective in life.By the mid 2020s,artificial intelligence will be much more sophisticated and digital assistants built into our phones,wearables or smart homes will truly start to get to know
149、us.This technology will play a key role in the future of work and the evolution of purposeful play.While many consumers will still want their downtime to be pleasure-rich or escapist,they will also increasingly view leisure time as an opportunity to acquire new skills,undertake self-improvement acti
150、vities(such as health and fitness)and try new experiences.The prospect of an economic recession has already driven many consumers to use their leisure time to re-or up-skill.In our own research,about one-third of people globally agreed that,during pandemic lockdowns,their personal use of technology
151、enabled them to learn new skills and knowledge.53 Brands are already evolving their offers to meet this need.For instance,Mattel launched a Barbie called Tynker,a robotics engineer that comes with six coding lessons to get young girls interested in STEM careers.54M&E 2M&E 2030/THE HUMAN DIVIDENDObje
152、ctive-free Play TR E ND 0 229Amusement Parks Go OfflineBased on the subject matter of the shows they are inspired by,we will see amusement parks that move away from the traditional souvenir and media-heavy Disneyworld model become available to celebrate TV shows set in different eras or focused on s
153、urvival scenarios.Yellowjackets is a popular show telling the story of an all-girl soccer team that gets lost in the Canadian wilderness after a plane crash.A VIP Yellowjackets-inspired experience would recreate the same conditions the characters of the show are immersed in and benefit by offering a
154、 disconnected real thing type of vacation.Etsy Becomes the New QVCBy 2030,Etsy has evolved into a social network and major content creator network,with shoppable channels that empower entire communities.Etsy processed$10.28 billion in gross merchandise sales in 2020.Thats an increase of 106.84%over
155、the previous year.Gross sales on the e-commerce platform have grown at a compound annual growth rate of 33.64%since 2013.55With platforms like Amazon now offering livestream video,other commerce platforms should start to combine commerce and entertainment by 2030.M&E 2M&E 2030/THE HUMAN DIVIDENDObje
156、ctive-free Play-ImplicationsWe Extend the Frontier of Tech-Assisted WorkTR E ND 0 230on building authenticity and trust by focusing on public issues and the core human truths that unite us all.Sitting on the fence and remaining silent will not be enough,brands have an opportunity to become trust mar
157、ks by being honest about where they stand on issuesand in turn empower consumers to decide if they want to engage with them.56For example,in June 2020,toy brand LEGO demonstrated its support of the Black Lives Matter protests around the world by donating$4 million to organizations dedicated to suppo
158、rting black children and education about racial equality.57The coronavirus crisis gave consumers time and reason to re-evaluate priorities and showed how communities as well as brands could come together to help.It has thus solidified demand for brands that put people over profit.In this era of filt
159、ered perfection and fake news,indistinguishable from reality,consumers will be increasingly thirsty for unaltered interactions and content.Already,Instagram is trialling removing likes from posts,meaning the quantification of popularity will become less visible,possibly reducing the use of filters a
160、nd photo editing software among users.The rising popularity of social platforms like Instagram Stories and TikTok(which encourage more unfiltered sharing)also suggests that authenticity is becoming increasingly important online.As people look for stronger connections with one another and for truths
161、beyond the fakery of social media,linking claims and communications to a deeper brand purpose will be crucial to speak to consumers emotional truths.Media and entertainment brands should concentrate M&E 2M&E 2030/THE HUMAN DIVIDENDEmotions Trumps Objectivity TR E ND 0 331Almost half(45%)of employers
162、 now offer some form of meditation product.59 This will increase in 2030,and apps like Calm will offer advanced intervention based on biometric monitoring.Similar to the Masterclass model,media and entertainment brands should start creating content that empowers people,including content like meditat
163、ion channels that run 24/7.Trusted Sources Will Become Even More ImportantAs public institutions and news outlets are increasingly distrusted by consumers,the role of celebrities,activists,and influencers as trusted sources we rely on to discover new products or shows will grow even further.The infl
164、uencer marketing industry has reached$16.4B in 2022,essentially growing 10 x since 2016 when its footprint was valued at 1.7B.60Well Agree to AgreeWell teach children how to tell the difference between news and other content.Well learn to build consensus and arrive at what feels more or less like th
165、e truth.Media and entertainment companies should consider using AI tools and advanced UX techniques to flag questionable content,and provide facts against misleading posts.In schools in Brooklyn,were already teaching children to detect the difference between real and fake news,as well as other kinds
166、 of content.As our world becomes more complex,well have to provide tools to navigate it.58Well More Closely Monitor Our EmotionsIn recent years weve seen an increase in the focus on mental health and wellness.With so many stressors and so much to worry about,its important for media brands to highlig
167、ht and promote content that gives people more control over their health and wellness.M&E 2M&E 2030/THE HUMAN DIVIDENDEmotions Trumps Objectivity-Implications We Will Prioritize Looking After One AnotherTR E ND 0 332vImplications RecapIn this report,we explored the four major forces informing the evo
168、lution of consumer habits and expectations over the next decade and discussed the twelve trends emanating from those forces,as outlined in our study The Age of Inclusive Intelligence.Seeking to determine how media and entertainment companies can-or in some cases have already started to evolve their
169、offerings and business models to keep and gain market share throughout the unfolding tensions at play,wemapped sector-specific implications that we foresee these trends may set in motion.Here is an overview of the implications and opportunities the media and entertainment sector is expected having t
170、o navigate on its path to 2030.TREND 02Objective-free playWe extend the frontier of tech-assisted workETSY becomes the new QVCWe finally cure lonelinessTREND 01Acclimatize nowGreen becomes the default in M&E:The rise of VOP(voice of the planet)Greening the media value chainGen Z becomes generation T
171、REND 02A new data paradigmIn 2030,we tell better stories:Fans,literally,live brands and storiesEveryone is a creator in 2030TV is ubiquitous again+truly interactiveTREND 01Beyond humanEntertainment will transcend what it means to be human:The dead walk among us once moreDrug and entertainment pairin
172、gs go mainstreamEntirely synthetic artists gain real fansTREND 03Kaleido-identityCREAM 2030 care rules everything around me:Well real-feel someone elses lifeProgramming gets hyper-specificAccessible,4D BX enabled by 5GTREND 02Virtual sets the standardVirtual entertainment becomes the norm:Esports at
173、hletes go truly mainstreamHaptic devices live in every homeTREND 03Tech togethernessSeamless experiences become the baseline:Home and entertainment become inextricably linkedThe anti-hero takes center stageCommerce-first entertainment experiencesTREND 02Every brand is a health brandHealth is ubiquit
174、ous across experiences:Prescriptions become mood-basedWellness becomes a major entertainment opportunitySenior monitoring becomes TREND 01Rise of the titan brandsPeople-first approaches still win:Bigger,browner,newer brands riseEcosystems continue to consolidateEntertainment brands become educatorsT
175、REND 035-star citizenBrand&government partnerships are the new norm:Incentivized volunteering for recreationUnemployment and edutainmentCivics gets new voices and formatsTREND 01What robots cant doWe amplify whats left of our humanity:The first human is uploaded to the cloudWe pay collectively to su
176、pport craftSonar technology opens new doorsTREND 03Emotion trumps objectivityWe will prioritize looking after one another:Well agree to agreeWell more closely monitor our emotionsFORCE 04The Human DividendFORCE 01Universal ActivismFORCE 02SyntheticSocietyFORCE 03Bigger,Bolder BrandsSources1.October
177、2021 Navigator(dentsu).2.October 2021 Navigator(dentsu).3.October 2021 Navigator(dentsu).4.Big Tech Pledges to Do Better Battling InternetViolence Against Women.History SuggestsTheyll Come Up Short(Forbes).5.BBC,Channel 4,ITV Among U.K.s BiggestBroadcasters Committing to Climate ContentPledge at COP
178、26.6.Videogames Are a Bigger Industry Than Moviesand North American Sports Combined,Thanks tothe Pandemic(MarketWatch).7.The Rise of Gaming:Consumer Sentiment Study(dentsu).8.Advertising Week NY 2021 Rewind(dentsu).9.The Super League Crashed on Takeoff.EnglishSoccer Fans Are Taking Credit(Washington
179、Post).10.The Age of Inclusive Intelligence:UniversalActivism(dentsu).11.The Age of Inclusive Intelligence:UniversalActivism(dentsu).12.The Rise of Sustainable Media.13.FondationdeFrance.org14.Cut!How the Entertainment Industry is ReducingEnvironmental Impacts(Columbia ClimateSchool).15.https:/ Clima
180、te Change Activists You Should Follow(Influencer Intelligence).17.The Age of Inclusive Intelligence:UniversalActivism(dentsu).18.The Age of Inclusive Intelligence:UniversalActivism(dentsu).19.Artificial Intelligence at Disney(Emerj)20.Study:Microinfluencer Opportunity Massive asGen Z,Millennials Org
181、anically Promote FavoriteBrands(MarketingDive).21.Zola Tells All:The Real Story Behind theGreatest Stripper Saga Ever Tweeted(RollingStone).22.Retail&eCommerce 2023(dentsu ConsumerNavigator).23.The Age of Inclusive Intelligence:UniversalActivism(dentsu).24.Building a Better World:Opportunities forEq
182、uality and Inclusion in the Metaverse(dentsu).25.Trickplay:Skittles Makes a Super Bowl Ad forOne Person(Ad Age).26.Foresight Factory,2018.27.The Age of Inclusive Intelligence:SyntheticSociety(dentsu).28.Tupac Coachella Hologram:Behind theTechnology(CBS News).29.Millennials Favor Cannabis Over Alcoho
183、l:HeresWhy(Marijuana Doctors).30.Miquela,the Uncanny CGI Virtual Influencer,Signs With CAA(Variety).31.Newzoo Global Esports Market Report 2019.32.Twitch,TwitchTracker June 2020.33.The Age of Inclusive Intelligence:SyntheticSociety(dentsu)35.Lil Nas Xs Roblox concert was attended 33million times(The
184、 Verge).36.The Age of Inclusive Intelligence:SyntheticSociety(dentsu).37.CES 2023 Rewind:Beyond the Tech(dentsu).38.Elon Musk Shows Off Updates to His Brain Chipsand Says Hes Going to Install One in HimselfWhen They Are Ready(CNBC).Sources(cont.)39.The Age of Inclusive Intelligence:Bigger,Bolder Bra
185、nds(dentsu).40.Group Blacks Travis Montaque Outlines Companys Media M&A Ambitions(Digiday).41.Consumers Spend 4.5 Hours per Day on Digital Entertainment(Midia).42.The Age of Inclusive Intelligence:Bigger,Bolder Brands(dentsu).43.Foresight Factory,Data Prediction,Base research-Annual Global Consumer
186、Survey,2018.44.Into the Next:CES 2022 Rewind(dentsu).45.How Much Time Do Americans Spend on their Health&Fitness?(Myprotein).46.U.S.Bureau of Labor Statistics.47.Add Gamification to Your Volunteer Recognition Program(VolunteerHuB).48.The Age of Inclusive Intelligence:The Human Dividend(dentsu).49.Wa
187、rner Music Group Signs an Algorithm to a Record Deal(Rolling Stone).50.Generative AI 2023(dentsu Consumer Navigator).51.First Film Ever Written and Directed by AI:The Safe Zone(JumpStartMag).52.The Age of Inclusive Intelligence:The Human Dividend(dentsu).53.Dolls Who Code:Barbie-Branded Coding Lesso
188、ns Start This Summer(Fortune).54.Etsy Doubles Revenue in 2020,with Half of Sales Now on Mobile(Internet Retailing).55.Like It or Not,Your Future as an Activist Brand Has Already Begun(dentsu).56.Lego Praised After Donating$4 Million to BlackYouth and Pulling Ads for Police and White House Toy Sets(I
189、nsider).57.In the Era of Fake News,Teaching Students toParse Fact from Fiction(NY Times).58.How The Corporate Wellness Market HasExploded:Meet The Latest Innovators In TheSpace(Forbes).59.Key Influencer Marketing Statistics to Drive YourStrategy in 2023(Influencer Marketing Hub).60.Key Influencer Ma
190、rketing Statistics to Drive YourStrategy in 2023(Influencer Marketing Hub).About UsDentsu is the network designed for whats next,helping clients predict and plan for disruptive future opportunities and create new paths to growth in the sustainable economy.Taking a people-centered approach to busines
191、s transformation,we use insights to connect brand,content,commerce and experience,underpinned by modern creativity.As part of Dentsu Group Inc.(Tokyo:4324;ISIN:JP3551520004),we are headquartered in in Tokyo,Japan and our 65,000-strong employee-base of dedicated professionals work across four regions
192、(Japan,Americas,EMEA and APAC).Dentsu combines Japanese innovation with a diverse,global perspective to drive client growth and to shape society.Visit:;.Is your brand exploring how to innovate its marketing approach and differentiate from industry competitors?Get in touch with us now.Geneva Wasserma
193、n EVP,Film&VP Development,Dentsu Creative&President Amplify GlobalJack Boitani Director,Content Development,dentsuKrista Jansen VP,Media Managing Director,MerkleMegan Curran SVP,Media Managing Director,MerkleMichael Law CEO North America,Carat USNeil Lamb Head of Business Development,Film&TV,Dentsu CreativeThanks to our Contributors:Contact Us