Companies that excel in matters of creativity outperform their rivals in terms of financial results and consistent innovation, according to new research from McKinsey & Co.
Jason Heller, Partner/Global Lead Digital Marketing Operations & Technology at the management consultancy, revealed these findings during an opening-day keynote session at the 2017 Cannes Lions International Festival of Creativity.
More specifically, he reported that enterprises which flourish in the creative realm, as a rule, witness equally impressive outcomes on the fiscal metrics favored by the C-suite and Wall Street: Namely, organic revenue growth, total return to shareholders and net enterprise value. On each...