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  • Vijesti

    Wüsthof Sharp Systemic Brand Identity with Gigodesign wins Red Dot Award

    How to win a Grand Prix in Cannes?

    The best of Latvian and Estonian advertising

    Enjoy the summer with Cinedays Film Factor 20

    Lokomotiva and SentecaCommerce signed a partnership for 12 European markets

    Virtual Drumming with Fernando Machado, Karolina Galácz, and Thomas Kolster

  • Tema sedmice
    daljinski-naslovnica

    Television Audience Measurement: In Serbia, the media are in a race to the bottom for every extra “click”, while in Croatia HTV has undermined the principle of joint monitoring

    This global pandemic, coronavirus, cuts across all geographical borders regardless of cultures and language. What is the role of Public relations today?

    Slaven Fischer: Creativity doesn’t reside in buildings but in people, no matter where they are. It’s natural for people to work from home.

    Janja Božič Marolt: As in every crisis, there will be a lot of victims and some winners in the communications industry of the region.

    Shortcutting Video: New Study Highlights the Effectiveness of 2-second Ads

    Topic of the Day: Can artificial intelligence replace human intelligence and emotions. Is technology a servant or a master?

  • Intervju

    Miranda Mladin: Keeping consumers’ attention is every brand’s biggest challenge

    Nataša Mitrović: I understood that the Balkans should be my primary target area and that, once I had become a shark in the Balkans, then I could make my way “back” into the big world and swim in the sea with the other sharks.

    Ivan Stanković: I admit to having great fun and enjoying myself enormously working on my show, What I am to you and who I am to myself.

    Scott-Gould-naslovnica

    Scot Gould: Stop doing anything that you do that isn’t valuable, tell everyone about that offering, and don’t stop!

    lazar-naslovnica

    Lazar Džamić: We are experts at preferring the byways, swamps, and chasms, so that we can keep on going in circles, lost in space

    Irena-naslovna

    Irena Kurtanjek: Contributing to the Communities in which we Operate is the Foundation of Nestlé’s Business

  • Kolumna

    Sponsors? What that?

    misa-naslovnica

    Miša Lukić: What can start-ups learn from sperm?

    Do Brands Always Need to Sell Aggressively to Grow?

    Price of Hate

    The Advertising Industry: From Alchemists to Distributors and Back Again

    Milena Garfield: It’s not long since I said: If it ain’t live, it’s dead

  • Dnevnik

    Diary of a Methuselah #176 Will our industry come out of this better and smarter?

    Diary of a Methuselah #159: Ivo Pogorelić and Zoran Todorović weren’t attractive enough for sponsors in Sarajevo

    Diary of a Methuselah #157: The Young Leaders of Tomorrow, a great event for young people who are ready to assume responsibility for the future of industry

    Diary of a Methuselah #156: I’ve been writing my Diary for three years now, and I don’t think I wrote anything smart

    Diary of a Methuselah #154: Three days at the PRO.PR Conference

    Diary of a Methuselah #153: Portal Media Marketing starts a new life today

  • Mladi lideri

    Mladi liderji – Uroš Zorčič, New Moment Ljubljana: Vedno gledam na dela sama in ne postavljam v ospredje posameznih ljudi ali agencij

    Mladi liderji – Saša Droftina, Luna \TBWA: Želela bi, da bi se spremenil odnos do pitchev

    Mladi Lideri Kristina Gregorc

    Mladi liderji – Kristina Gregorc, Mercator: Zelo sem optimistična in izjemno ponosna in vesela, da sem del tako velike in uspešne ekipe

    Mladi Lideri

    Mladi liderji – Maša Crnkovič, Futura DDB: Največji izziv je vpeljava podatkov in feedback-a uporabnikov v procese dela

    Young leaders – Aneta Nedimović, New Moment Belgrade: Articulating ideas and the value of those ideas is an art form and a skill

    Mladi liderji – Matjaž Muhič, ArnoldVuga: Želel bi več časa za razmislek, za delo, za raziskovanje

  • Tri pitanja

    Robert Wester: Strategic communications is at the top of the European Commission’s agenda

    Chris Pomeroy: Tourism in 2019 accounted for 1 in 10 jobs on the planet and until now it was resilient to all manner of crisis

    Andrey Barannikov: The role of PR in Russia is changing and becoming more strategically important both for brands and communication agencies

    francis-ingram-naslovnica

    Three questions for Francis Ingham, Managing Director of the Public Relations and Communications Association (PRCA) & Chief Executive of the International Communications Consultancy Organization (ICCO)

    3 questions for Svetlana Stavreva, President of the International PR association (IPRA): Today, people are demanding that organizations do what they promised

    Three questions for Petra Krulc, Senior Vice President of Celtra

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Home News

Fusing data and creativity boosts revenue

One more strong case for creativity

31/07/2018
in News
2 min read
Fusing data and creativity boosts revenue

Drugi jezik na kojem je dostupan ovaj članak: Bosnian

Source: WARC

Companies that successfully manage to integrate creativity and data enjoy a “two times difference in revenue growth”, according to research by McKinsey, the management consultancy.

Brian Gregg, a senior partner at the consulting group, discussed this subject during a session at the 2018 Cannes Lions International Festival of Creativity.

“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,” he said. (For more, read WARC’s in-depth report: McKinsey identifies benefits of fusing data and creativity.)

Elaborating on this proposition, he outlined the results in terms of harder numbers. “It’s the difference between growing 10% and 5% – a massive difference,” said Gregg,

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.

Drawing on these inputs, McKinsey identified various traits that were shared by businesses that are effectively combining data and creativity.

“What we found is – as we went into these integrators and went behind the scenes of these organisations – they actually had found ways to integrate these two talent pools up and down the value chain in marketing,” said Gregg.

One example involves customer experience – a unit responsible for managing interactions across all relevant touchpoints, be it opening a bank account, returning a pair of shoes, installing software, or updating personal information via an app.

Creative minds traditionally held the lead role in this space, but “integrators” have systematically incorporated data and analytics into this discipline.

“But it didn’t just work one way,” Gregg said. “What we found was the other was true too: in historically analytical realms like consumer insights, these integrators were bringing creative talent into that function as well.”

Elsewhere, this group of firms proved 56% more likely to be leveraging analytics, and even artificial intelligence, in consumer-insights teams, showing that they were committed to technological innovation as well as heightened creativity.

Achieving such outcomes, however, relies on building multi-functional, agile teams with capabilities ranging from brand managers and content creators to media experts, analytics practitioners and information-technology staff.

Tags: Cannes LionsCreativityDataMcKinseyWarc
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