Dentsu Aegis CMO Survey 2019

Eighty-five percent of 1,000 CMOs and/or senior marketing executives in 10 global markets cited creativity as the most important capability in the future, though only 54% believe they are delivering it today.

Data collection and consumer insight ranked as the second most important capability for the future (84%), but a majority of respondents (60%) believe they already are delivering it today.

Marketers in the biggest ad markets -- especially China, the U.S. and Germany -- are most bullish in terms of increasing their marketing budgets over the next 12 months.