{ "docId": "019dd923-5de0-76bd-a16a-f610c00e660e", "docSlug": "b1d85e81f9e2b87a", "documentTitle": "2022 Global Marketing Trends", "authorId": "Deloitte", "authorName": "Deloitte", "documentKindSlug": "consulting-deck", "documentKindLabel": "Consulting deck", "sourceTypeSlug": "strategy_consulting", "sourceTypeLabel": "Strategy consulting", "presentationDate": null, "orientation": "landscape", "aspectRatio": 1.778, "pageNumber": 30, "pageCount": 68, "prevPage": 29, "nextPage": 31, "slideType": "key_messages", "function": "summarize", "density": "overcrowded", "nDataPoints": 0, "notes": "The slide contains two main sections: 'Fueling intelligent creative with agile teams' and 'The agency and the influencer: Creative at the speed of culture'.", "elementsJson": [ "headline_text", "paragraph", "quote_block", "other" ], "metadataConfidence": 0.9, "imagePath": null, "slideHref": "/slides/019dd923-5de0-76bd-a16a-f610c00e660e/30", "deckHref": "/decks/019dd923-5de0-76bd-a16a-f610c00e660e", "deckJsonHref": "/decks/019dd923-5de0-76bd-a16a-f610c00e660e.json", "deckAnchorHref": "/decks/019dd923-5de0-76bd-a16a-f610c00e660e#slide-30", "components": [ { "bbox": null, "kind": "callout", "text": "Instead of focusing on massive overhauls, the answer may be to make smaller, more agile changes that focus around a single objective.", "attrs": null, "subkind": null, "toolName": "Visual emphasis", "toolSlug": "visual-emphasis", "confidence": null, "componentId": "019dd952-0a67-75d1-8497-35feaf6b05e4", "frameworkName": null, "frameworkSlug": null }, { "bbox": { "h": 0.3, "w": 0.3, "x": 0.5, "y": 0.5 }, "kind": "image", "text": "Spiral graphic", "attrs": null, "subkind": "illustration", "toolName": null, "toolSlug": null, "confidence": null, "componentId": "8158a54d-9bfc-498e-9d32-a78fabba29a2", "frameworkName": null, "frameworkSlug": null }, { "bbox": { "h": 0.12, "w": 0.3, "x": 0.36, "y": 0.46 }, "kind": "paragraph", "text": "Agencies are often core to creative execution for many brands. But, as many agencies work with various clients, the work produced can sometimes feel more commoditized rather than bespoke. Simultaneously, the social influencer has exploded as a \"go-to\" product spokesperson. And these individuals are closer to products—and customers—than almost anyone.", "attrs": null, "subkind": "paragraph", "toolName": null, "toolSlug": null, "confidence": null, "componentId": "0a2cbe90-845b-425f-9d30-90d872faa681", "frameworkName": null, "frameworkSlug": null }, { "bbox": { "h": 0.15, "w": 0.3, "x": 0.05, "y": 0.42 }, "kind": "paragraph", "text": "From a structural standpoint, it's really hard to teach lateral thinking; one way to compensate where you may not have that naturally is to build \"pods,\" where you have a data science person, a data engineering team, graphic designers, and a demand gen[eration] team connected so that you get different thinking on one problem. If your objective is to attract more customers into your retail environment, what are all the signals or moments along the way that would shift their journey?", "attrs": null, "subkind": "paragraph", "toolName": null, "toolSlug": null, "confidence": null, "componentId": "1d6730e8-68e0-46db-ad5b-e69ad3b43641", "frameworkName": null, "frameworkSlug": null }, { "bbox": { "h": 0.08, "w": 0.3, "x": 0.05, "y": 0.22 }, "kind": "paragraph", "text": "Finding the right talent structure can be fatiguing. And every time an organization undergoes an organizational redesign that doesn't work, resistance for future change management initiatives can increase.", "attrs": null, "subkind": "paragraph", "toolName": null, "toolSlug": null, "confidence": null, "componentId": "4d6d6134-4be9-424c-9ec7-86c490d38ed8", "frameworkName": null, "frameworkSlug": null }, { "bbox": { "h": 0.25, "w": 0.3, "x": 0.68, "y": 0.09 }, "kind": "paragraph", "text": "Brands don't have to myopically view social influencers just as product reviewers. Instead, they may be the next iteration of the creative agency. In fact, one entertainment company is now providing briefs to known influencers in their target demographics and asking them to assist in developing the creative content. This means moving the relationship from \"influencer\" to \"creator\" and putting those individuals at the center of the brand to work on bigger-picture creative challenges. We saw this manifest organically with the social-influencer-driven \"100 baby challenge\" in Sims 4, where gamers competed against one another to see who could produce 100 digital babies the fastest. In essence, influencers didn't just review products; they influenced user behavior. Brands can do the same by augmenting their brand-influencer relationships with challenges and creative briefs.", "attrs": null, "subkind": "paragraph", "toolName": null, "toolSlug": null, "confidence": null, "componentId": "7ec8c4b9-ebd7-4484-99f2-b88a9ea316ae", "frameworkName": null, "frameworkSlug": null }, { "bbox": { "h": 0.08, "w": 0.3, "x": 0.05, "y": 0.32 }, "kind": "paragraph", "text": "Instead of focusing on massive overhauls, the answer may be to make smaller, more agile changes that focus around a single objective. Nameth believes in taking an approach to organizational structure where different skills are brought together to solve a single problem.", "attrs": null, "subkind": "paragraph", "toolName": null, "toolSlug": null, "confidence": null, "componentId": "89db50f8-9ca4-4067-b0e8-b81102883730", "frameworkName": null, "frameworkSlug": null }, { "bbox": { "h": 0.1, "w": 0.3, "x": 0.05, "y": 0.6 }, "kind": "paragraph", "text": "For Loblaw, that objective, for instance, may be to understand the varying consideration points to entering its retail stores: \"It may mean if [customers] are heading to a different store, reminding them through an advertisement that we have better pricing or intervening in digital when they're searching for a store location.\"", "attrs": null, "subkind": "paragraph", "toolName": null, "toolSlug": null, "confidence": null, "componentId": "af3f5d1e-8c24-4aad-a909-bf31af33f824", "frameworkName": null, "frameworkSlug": null }, { "bbox": { "h": 0.18, "w": 0.3, "x": 0.36, "y": 0.09 }, "kind": "paragraph", "text": "Another complication is global consistency. Nanne Bos, the chief communications officer of Netherlands-based financial firm Aegon, says, \"The most effective and future-proof approach to global marketing is not centralized nor decentralized, but about increasing coherence across markets—while allowing for flexibility.\" Bos indicates this can be achieved by \"setting up a global design hub that allows a customer experience team not only to download design elements but also to upload [them] so that other markets can use them as well.\"", "attrs": null, "subkind": "paragraph", "toolName": null, "toolSlug": null, "confidence": null, "componentId": "ca1236ff-d15b-44b7-9995-7e023f430235", "frameworkName": null, "frameworkSlug": null }, { "bbox": { "h": 0.15, "w": 0.3, "x": 0.68, "y": 0.46 }, "kind": "paragraph", "text": "When Kjetil Undhjem, the head of marketing and brand strategy at Australian-based bank ANZ, discusses influencer strategies, he says, \"You can't just pick [influencers] because they are famous; you have to pick one that has that interest and has that following, and then you can give them a fair bit of freedom in terms of how they create that content.\" This means making sure they know the subject matter, such as financial well-being.", "attrs": null, "subkind": "paragraph", "toolName": null, "toolSlug": null, "confidence": null, "componentId": "ea0cbc15-5f25-4bcf-b301-7040d2cf8ca6", "frameworkName": null, "frameworkSlug": null }, { "bbox": { "h": 0.03, "w": 0.25, "x": 0.05, "y": 0.03 }, "kind": "title", "text": "Building the intelligent creative engine", "attrs": null, "subkind": "headline", "toolName": null, "toolSlug": null, "confidence": null, "componentId": "2d7770b2-5d85-4b18-a415-438e61d6ba70", "frameworkName": null, "frameworkSlug": null }, { "bbox": { "h": 0.08, "w": 0.3, "x": 0.05, "y": 0.09 }, "kind": "title", "text": "Fueling intelligent creative with agile teams", "attrs": null, "subkind": "headline", "toolName": null, "toolSlug": null, "confidence": null, "componentId": "4ce123a2-9822-4eb7-aa2e-00e816a7ca9f", "frameworkName": null, "frameworkSlug": null }, { "bbox": { "h": 0.08, "w": 0.3, "x": 0.36, "y": 0.36 }, "kind": "title", "text": "The agency and the influencer: Creative at the speed of culture", "attrs": null, "subkind": "headline", "toolName": null, "toolSlug": null, "confidence": null, "componentId": "c688e6a8-4c64-475c-bea2-3d911d0bd2d4", "frameworkName": null, "frameworkSlug": null } ], "metrics": [], "tools": [ { "name": "AIDA Model", "slug": "aida-model", "agent": "Storyteller", "layer": "slide", "matchId": "9366513f-978e-42bb-a86a-a4fc8a381d26", "evidence": "Instead of focusing on massive overhauls, the answer may be to make smaller, more agile changes that focus around a single objective", "confidence": 0.6 }, { "name": "Story Moments", "slug": "story-moments", "agent": "Storyteller", "layer": "slide", "matchId": "48cdb703-eb3f-4bf8-861a-eeed83861e20", "evidence": "Our sources of creativity and our paradigms around where creative thinking comes from are shifting", "confidence": 0.5 } ], "frameworks": [], "arcBeats": [ { "to": 68, "from": 21, "beatId": "843d269d-7163-4e7b-8fc7-e9561adc9994", "arcName": "Monroe's Motivated Sequence", "arcSlug": "monroes-sequence", "beatName": "Action", "beatSlug": "monroes-sequence-action", "evidence": "The report concludes with calls to action and recommendations.", "position": 3, "confidence": 0.8, "parentBeatName": "Resolution", "parentBeatSlug": "resolution" } ], "loops": [], "imagePathAlt": null, "thumbSrc": null, "thumbSrcAlt": null, "locked": true }