{
  "docId": "019dd923-5ca1-7489-b636-4a7dc4688d5b",
  "docSlug": "9439c6eb4a54a362",
  "documentTitle": "2023 Global Marketing Trends",
  "authorId": "Deloitte",
  "authorName": "Deloitte",
  "documentKindSlug": "consulting-deck",
  "documentKindLabel": "Consulting deck",
  "sourceTypeSlug": "strategy_consulting",
  "sourceTypeLabel": "Strategy consulting",
  "presentationDate": null,
  "orientation": "landscape",
  "aspectRatio": 1.629,
  "pageNumber": 28,
  "pageCount": 48,
  "prevPage": 27,
  "nextPage": 29,
  "slideType": "industry_trends",
  "function": "present_solution",
  "density": "overcrowded",
  "nDataPoints": 2,
  "notes": "The chart is a stylized bar chart using horizontal lines to represent data values.",
  "elementsJson": [
    "paragraph",
    "bullet_list",
    "quote_block",
    "bar_chart_vertical",
    "footnote"
  ],
  "metadataConfidence": 0.95,
  "imagePath": null,
  "slideHref": "/slides/019dd923-5ca1-7489-b636-4a7dc4688d5b/28",
  "deckHref": "/decks/019dd923-5ca1-7489-b636-4a7dc4688d5b",
  "deckJsonHref": "/decks/019dd923-5ca1-7489-b636-4a7dc4688d5b.json",
  "deckAnchorHref": "/decks/019dd923-5ca1-7489-b636-4a7dc4688d5b#slide-28",
  "components": [
    {
      "bbox": null,
      "kind": "callout",
      "text": "Organizations that responded \"strongly agree\" to relying on the marketing function for their most creative ideas.",
      "attrs": null,
      "subkind": null,
      "toolName": "Visual emphasis",
      "toolSlug": "visual-emphasis",
      "confidence": null,
      "componentId": "019dd951-ba8e-719f-8a5a-81361a555626",
      "frameworkName": null,
      "frameworkSlug": null
    },
    {
      "bbox": {
        "h": 0.4,
        "w": 0.35,
        "x": 0.36,
        "y": 0.33
      },
      "kind": "chart",
      "text": "42% for Negative growth, 33% for High growth",
      "attrs": null,
      "subkind": "bar-horizontal",
      "toolName": null,
      "toolSlug": null,
      "confidence": null,
      "componentId": "bc256fb7-7bb7-4ad9-8e73-518a2c9c4b11",
      "frameworkName": null,
      "frameworkSlug": null
    },
    {
      "bbox": null,
      "kind": "metric",
      "text": "Strongly agree on reliance on marketing for creative ideas: 42%",
      "attrs": null,
      "subkind": "primary",
      "toolName": "Quantification",
      "toolSlug": "quantification",
      "confidence": null,
      "componentId": "019dd951-ba8e-719f-8a5a-8afcefdbfc6f",
      "frameworkName": null,
      "frameworkSlug": null
    },
    {
      "bbox": {
        "h": 0.2,
        "w": 0.3,
        "x": 0.06,
        "y": 0.295
      },
      "kind": "paragraph",
      "text": "Redefine what creativity can offer. Creativity is no longer confined to single advertisements or campaigns. This shifts the priority for CMOs from delivering one-off projects to consistently delivering products, services, and experiences that allow a brand to stand out.",
      "attrs": null,
      "subkind": "paragraph",
      "toolName": null,
      "toolSlug": null,
      "confidence": null,
      "componentId": "7800a891-fbb6-40fc-820d-1bdd565ac360",
      "frameworkName": null,
      "frameworkSlug": null
    },
    {
      "bbox": {
        "h": 0.25,
        "w": 0.3,
        "x": 0.06,
        "y": 0.5
      },
      "kind": "quote",
      "text": "I believe the greatest challenge for a brand is to be able to deliver differential services or experiences that go beyond what is innovative or traditional in the industry.",
      "attrs": null,
      "subkind": "testimonial",
      "toolName": null,
      "toolSlug": null,
      "confidence": null,
      "componentId": "2c2f08c6-dab6-4824-a392-79968a354c4e",
      "frameworkName": null,
      "frameworkSlug": null
    },
    {
      "bbox": null,
      "kind": "quote",
      "text": "I believe the greatest challenge for a brand is to be able to deliver differential services or experiences that go beyond what is innovative or traditional in the industry. — Cristian Cabello, CMO of main Latam car dealer Derco",
      "attrs": null,
      "subkind": null,
      "toolName": "Authority citation",
      "toolSlug": "authority-citation",
      "confidence": null,
      "componentId": "019dd951-ba8e-719f-8a5a-86ec1dcd4050",
      "frameworkName": null,
      "frameworkSlug": null
    },
    {
      "bbox": {
        "h": 0.02,
        "w": 0.4,
        "x": 0.36,
        "y": 0.79
      },
      "kind": "source-note",
      "text": "Source: 2023 Deloitte Global Marketing Trends executive survey, conducted in June 2022.",
      "attrs": null,
      "subkind": null,
      "toolName": null,
      "toolSlug": null,
      "confidence": null,
      "componentId": "e9216a80-501a-4246-ac2e-ea81cb3075fe",
      "frameworkName": null,
      "frameworkSlug": null
    },
    {
      "bbox": {
        "h": 0.05,
        "w": 0.3,
        "x": 0.06,
        "y": 0.195
      },
      "kind": "title",
      "text": "CMOs might consider the following strategies to encourage creativity in their organizations:",
      "attrs": null,
      "subkind": "headline",
      "toolName": null,
      "toolSlug": null,
      "confidence": null,
      "componentId": "a2ed449e-aa0e-403a-a31e-78895b0da37d",
      "frameworkName": null,
      "frameworkSlug": null
    },
    {
      "bbox": {
        "h": 0.03,
        "w": 0.5,
        "x": 0.36,
        "y": 0.2
      },
      "kind": "title",
      "text": "FIGURE 2: High-growth companies rely more on marketing for creative ideas",
      "attrs": null,
      "subkind": "headline",
      "toolName": null,
      "toolSlug": null,
      "confidence": null,
      "componentId": "d0ed88d9-2239-4de7-8946-5f2312a36c78",
      "frameworkName": null,
      "frameworkSlug": null
    }
  ],
  "metrics": [
    {
      "metricRaw": "Strongly agree on reliance on marketing for creative ideas",
      "numberRaw": "42%",
      "numberKind": "percent",
      "actionTitle": "High-growth companies rely more on marketing for creative ideas",
      "calloutText": "Organizations that responded \"strongly agree\" to relying on the marketing function for their most creative ideas.",
      "numberScale": null,
      "numberValue": 42,
      "metricFamily": "other",
      "numberCurrency": null
    }
  ],
  "tools": [
    {
      "name": "Chart Selection Guide",
      "slug": "chart-selection-guide",
      "agent": "Designer",
      "layer": "slide",
      "matchId": "720f4e29-f32b-413a-9cac-f830dd5469c7",
      "evidence": "FIGURE 2: High-growth companies rely more on marketing for creative ideas",
      "confidence": 0.7
    }
  ],
  "frameworks": [],
  "arcBeats": [
    {
      "to": 40,
      "from": 10,
      "beatId": "01309111-3b4c-4739-b8eb-e18f6751797f",
      "arcName": "Problem-Agitate-Solution",
      "arcSlug": "problem-agitate-solution",
      "beatName": "Solution & Approach",
      "beatSlug": "consultants-gambit-solution-approach",
      "evidence": "The document provides solutions and recommendations for CMOs to drive growth and sustainability, including focusing on internal sustainability efforts, creativity, and rising technologies.",
      "position": 2,
      "confidence": 0.8,
      "parentBeatName": "Turn",
      "parentBeatSlug": "turn"
    }
  ],
  "loops": [
    {
      "to": 31,
      "from": 24,
      "name": "Jobs To Be Done",
      "slug": "53-jobs-to-be-done",
      "bestFor": "Product innovation, market entry, competitive positioning",
      "matchId": "60857ce3-b6a5-4ae0-85b7-795267135ad2",
      "evidence": "The document discusses the importance of creativity in addressing modern marketing challenges and provides recommendations for CMOs to prioritize creative efforts.",
      "position": 2,
      "objective": "What role can creativity play in driving growth, and how can CMOs prioritize creative efforts?",
      "structure": "The Customer's Job -> Current Solutions (Hired/Fired) -> Unmet Needs -> Our Solution Fit",
      "confidence": 0.6,
      "description": "Reframe the problem around what the customer is trying to accomplish, not what they're buying"
    }
  ],
  "imagePathAlt": null,
  "thumbSrc": null,
  "thumbSrcAlt": null,
  "locked": true
}