In partnership with LIONS
The Creative Crossover series pairs different disciplines for thought-provoking discussions on how creativity, analytics, and purpose can power growth. Click a session for more.
Session 1
The value of creativity in a post-pandemic world
Session 2
The pursuit and excesses of personalization
Session 3
Reconciling purpose and profit
Session 4
Weaving creativity and analytics together seamlessly
Session 5
The shifting dynamics of agency and brands
Moderator:
Sascha Lehmann
Partner, McKinsey & Company
While 67 percent of brand leaders see creativity as a competitive advantage, only 17 percent of creative partners believe that brands value creativity. As business and customer demands evolve, brands are asking more from their agencies. Speed of action only goes so far if other players in your ecosystem fail to move as fast—or are not aligned to your shared values and goals.
Next: Session 1
Prev: Session 4
The shifting dynamics of agency and brands
Session 5
Moderator:
Kelsey Robinson
Partner, McKinsey & Company
Data-driven creativity is the number one challenge for agencies and brand businesses in all industries. McKinsey research shows that companies who harness creativity and analytics in tandem have 2x higher growth rates than those who do not implement this approach. Treating creativity and analytics as equal partners can unleash a new wave of growth.
Next: Session 5
Prev: Session 3
Weaving creativity and analytics together seamlessly
Session 4
Moderator:
Candace Lun Plotkin
Partner, McKinsey & Company
Nearly 77 percent of brand leaders believe that “authentic brand responsibility” is a business-critical topic. A recent McKinsey survey across 45 countries shows that value and purpose are top considerations for consumers choosing new brands. But as consumers demand more business accountability, brand trust is a key currency in the drive to capture market share.
Next: Session 4
Prev: Session 2
Reconciling purpose and profit
Session 3
Moderator: Jess Huang Partner, McKinsey & Company
The exciting promise of hyper-personalization is here. The pandemic propelled us into a digitized future—placing a premium on creating more personal and human experiences across moments, channels, and buying stages. But as companies blend powerful storytelling with personalized communication, can it go too far?
Next: Session 3
Prev: Session 1
The pursuit and excesses of personalization
Session 2
Moderator: Kabir Ahuja, Partner, McKinsey & Company
Creativity is an economic multiplier. In fact, 67 percent of brand respondents believe that it is “extremely valuable” to driving competitive advantage. A recent McKinsey survey suggests that, outside China and India, most consumers plan to reduce their spending, making the role and value of creativity crucial in a post-pandemic world.
Next: Session 2
The value of creativity in a post-pandemic world
Session 1