McKinsey identifies benefits of fusing data and creativity

Stephen Whiteside

A study by McKinsey & Company, the management consultancy, discovered that combining data and creativity can yield powerful benefits for brands.

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.

Brian Gregg, senior partner, McKinsey & Company

“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...

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