Companies which effectively link analytics, creativity and purpose more than double the level of revenue growth recorded by their rivals that lag behind in this area, research by McKinsey has shown.

The management consultancy presented this analysis – which drew on the input of 860 executives worldwide, who outlined their investments in the intangible capabilities that can boost sales – in a session at Cannes Lions Live.

Why it matters

Marketers often treat analytics, creativity and purpose as capabilities that occasionally intersect, rather than disciplines that should be holistically interconnected on a day-to-day basis. Linking these activities together, in fact,...