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  "documentTitle": "2023 Global Marketing Trends",
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  "notes": "The chart displays a grouped bar chart comparing current and future creator partnership plans across five industry sectors.",
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      "text": "We are living in an era of cocreation. Creative collaboration does not need to reside only within the four walls of the organization. External creative partners can care just as deeply about a brand and may come across as more authentic to consumers than the brand itself.",
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      "text": "Thus, it may not be a surprise that CMOs across all sectors are increasingly exploring partnerships with creators if they haven't already done so. In our survey, we found use of creator partnerships is expected to approximately double in the next year.",
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      "text": "Note: Figures may not add up to 100% due to rounding and omission of \"unsure\" answers. Source: 2023 Deloitte Global Marketing Trends executive survey, conducted in June 2022.",
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      "text": "FIGURE 3: Sectors that plan to partner more with creators",
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