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Creativity, analytics, and purpose

June 21, 2021 by McKinsey & Company; Global Management Consulting

  • 24 June 2021

The growth triple play : Creativity, analytics, and purpose

COVID-19 forced customers and businesses to embrace new behaviours, include digital ways of working.

Read why companies that integrate creativity, analytics, and purpose are delivering at least two times the growth of their peers.

Key takeaways

• Only 7 percent of companies are delivering on the growth triple play by unifying creativity, analytics, and purpose. They are driving average revenue growth of 2.3 times versus peers from 2018–19 (which increased to 2.7 times versus peers from 2019–20).

• In the period 2018–19, companies using just one of the capabilities—either creativity, analytics, or purpose—saw an average growth rate of more than 6 percent. Adding a second component saw growth rates climb to more than 7 percent. For those that employed the full triple play, growth rates climbed to more than 12 percent.

• CMO’s have a once-in-a-generation opportunity to lead growth, as 78 percent of CEOs are now banking on CMOs and marketing leaders to drive growth.

McKinsey The growth triple play: Creativity, analytics, and purpose

June 21,2021 | Article McKinsey & Company