While data and creativity are often perceived as opposing forces, McKinsey & Company has discovered that fusing these disciplines can have a profound impact on brand sales.
“The difference between those [companies] who have learned to integrate data and creativity versus those who have not is a two times difference in revenue growth,” Brian Gregg, a senior partner at the management consultancy, explained at the 2018 Cannes Lions International Festival of Creativity.
“It's the difference between growing 10% and 5% – a massive difference.”
This finding was based on a study conducted by...