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      "text": "About the research\nThe Global Marketing Trends Executive Survey polled 1,099 C-suite executives from global companies located in the United States, France, Japan, the United Kingdom, and the Netherlands in April 2021. This survey asked chief executive, marketing, information, finance, operating, legal, and human resource officers their thoughts on a variety of topics driving the evolution of the marketing function.\nThe Global Marketing Trends Consumer Survey polled 11,500 global consumers, ages 18 and above, in May 2021 across 19 countries.\nSee the introduction to learn more about both studies.",
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      "text": "For the CMO, it’s less about organizational redesigns and more about a cultural shift—one that reshapes how marketers work toward common goals that unlock compelling creative.",
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      "text": "Even the best-designed teams need the proper backgrounds and skill sets to be successful. And with 63% of college-educated employees from our survey of 11,500 global respondents working remotely, marketers are confronted with both opportunities and considerations for making this digital-physical construct of work successful.",
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      "text": "Further, in some regions such as China, the influencer marketing industry is years ahead of most of the world as influencer agencies are already on the rise. Recently, global social media platform TikTok started hosting \"creator camps\" where influencers \"provide strategic counsel to brands.\"",
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      "text": "Steve Carlile, the CMO of online cosmetics company Younique Products, has seen the rise in remote work permanently change how the brand sources talent—to the strategic advantage of the company. The benefits include gaining access to specialized skill sets, building a more diverse workforce, and, in many cases, bringing workers geographically closer to business partners and suppliers. As Carlile explains, \"We were able to find the right talent, and, as we expanded the geographic scope, we were intentional about it.\"",
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      "text": "Based out of Utah, Younique was able to enhance its R&D and product marketing functions through the remote workforce. Further, with manufacturing partners based on the US East Coast and Europe, Younique hired a head of R&D \"a stone's throw away from being able to plug in closely with our manufacturing partners.\" And in terms of diversity, while Utah has a relatively homogeneous population, Younique was able to cultivate a more representative talent base that better reflects the customers it serves—an increasingly important dimension when trying to be culturally relevant.",
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      "text": "While remote work will carry on, hybrid brings a new element to consider. Bill Beck, the CMO of health insurance company Anthem, sees the power of bringing key portions of strategic work together for in-person collaboration. For instance, when Anthem was designing a new creative platform, Beck recognizes the moment the team came together to think through the execution of the platform as a key turning point in the project's development. Beck notes, \"It just reminds me of the importance of being together. Especially as a marketer, the face-to-face collaboration from a creative aspect is where we're going with hybrid.\"",
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      "text": "It just reminds me of the importance of being together. Especially as a marketer, the face-to-face collaboration from a creative aspect is where we’re going with hybrid. — Bill Beck, CMO of Anthem",
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