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  "documentTitle": "2023 Global Marketing Trends",
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  "notes": "The chart uses radial bar segments to compare two groups across three categories.",
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      "text": "One of the features of this new approach is that creativity is no longer limited to select individuals or teams.",
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      "text": "While creative ideas can come from any of these sources, the CMO is sometimes best positioned to be the champion of identifying and activating these ideas across the enterprise. As the executive closest to the consumer, translating these ideas into practical business applications may be key to driving transformative success. Perhaps it is no surprise, then, that we see high-growth companies more than their negative-growth peers leaning on marketing for creativity (figure 2).",
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      "text": "One of the features of this new approach is that creativity is no longer limited to select individuals or teams. In fact, joint research from Deloitte Digital and LIONS reveals that one of the key elements of successful creative business transformation is finding \"hidden\" creatives from surprising sources—not just every employee, but also external partners, suppliers, and customers, all of whom can act as wellsprings of creative ideas.",
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      "text": "Source: 2023 Deloitte Global Marketing Trends executive survey, conducted in June 2022.",
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      "text": "Taking the creative lead",
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      "text": "FIGURE 1: High-growth brands are more likely to have the mindset and processes to allow creativity to flourish",
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