McKinsey quantifies the business impact of creativity

Stephen Whiteside

This event report provides details of research conducted by McKinsey, the management consultancy, regarding the business impact of creativity.

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...

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