Analytics, creativity and purpose are vital marketing tools on their own merit – and, when they are used successfully together, can double the revenue growth of elite brands compared with rivals that are lagging behind.
That was the headline learning from a study by McKinsey, the management consultancy, based on the input of 860 executives worldwide – a panel that outlined their investments in the intangible capabilities that assist in boosting sales.
“What we found is that companies that can unlock a combination of creativity, analytics and purpose can drive above-market growth. In fact, they drive at least 2x the...