McKinsey identifies ‘growth triple play’ of analytics, creativity and brand purpose

Research by McKinsey, the management consultancy, has found that firms which effectively link analytics, creativity and purpose achieve higher revenue growth than their peers.

Analytics, creativity and purpose are vital marketing tools on their own merit – and, when they are used successfully together, can double the revenue growth of elite brands compared with rivals that are lagging behind.

That was the headline learning from a study by McKinsey, the management consultancy, based on the input of 860 executives worldwide – a panel that outlined their investments in the intangible capabilities that assist in boosting sales.

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