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.

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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 McKinsey in partnership with the Cannes Lions and the Association of National Advertisers (ANA), the client-side trade body that is headquartered in New York. More specifically, this research ultimately covered over 200 enterprises, and involved qualitative interviews conducted with 40 marketing leaders.