What drives the value of creativity

McKinsey and Cannes Lions have partnered together to quantify the impact of creativity and track the evolution of its definition.

Our keynote session

What CEOs really think about marketing, creativity, and growth

Thursday, June 20

11:15-11:45 (30 min), Debussy Theatre

Jason Heller, a partner and global lead of our Digital Marketing Operations & Technology Practice, and Biljana Cvetanovski, a senior expert in Marketing & Sales, will unveil our findings from our latest study that highlights the evolving expectations of the modern marketing organization in the eyes of the CEO – and by extension the CFO, and board of directors.

Featured Article


Marketing’s moment is now: The C-suite partnership to deliver on growth

– Is your marketing executive a Unifier, Loner, or Friend? The CMO’s rapport with the C-suite is crucial in establishing marketing’s role as a growth driver.

Related Podcast

How to unlock marketing-led growth: Data, creativity, and credibility

Marketing has been on the front lines of the digital revolution, but the landscape has become much more complicated, requiring a focus on growth, data, and new modes of creativity.

Featured video

The role of the CMO is changing as the way consumers engage changes. For CMOs to rally around growth, leadership needs to support their vision and appreciate what organizational changes are needed to move in the right direction.

Connect with us about our presence at LIONS

Meet our experts at Cannes

Partner, Munich

Thomas Bauer

Brings deep expertise in marketing-performance optimization to help leading brands across industries and geographies transform... their brand management and marketing investment in an increasingly digitized marketing world
Partner, Southern California

Julien Boudet

Advises consumer-focused companies on marketing, e-commerce, and operations, driving the digital transformation of their business
Partner, New York

Marc Brodherson

A leader in our work in consumer internet, media, and B2B information services, helping companies across the media and advertising... ecosystem, as well as legal, regulatory, and financial services, harness digital technology and data to build new businesses and transform existing ones
Partner, Hamburg

Lars Fiedler

Brings marketing solutions to companies across B2C sectors, including retail, consumer, telecommunications, financial services,... and automotive
Expert Associate Partner, London

Sarah Hynes

Brings a combination of operational experience in e-commerce, digital marketing, and online payments, with a background in investing... and finance.
Senior Partner, Düsseldorf

Jesko Perrey

Helps clients deliver above-market growth by transforming their marketing and sales capabilities. Leads our Marketing and Sales... Practice globally
Associate Partner, San Francisco

Mark Phillips

Brings extensive digital experience in marketing, product-service design, mobile, and e-commerce to a range of clients in the... entertainment, telecom, and retail sectors, among others
Partner, Shanghai

Felix Poh

Leads consumer marketing and sales for Asia, advising consumer and retail companies seeking growth and performance within and... across borders, bringing strategic go-to-market expertise
Associate Partner, São Paulo

Marcelo Tripoli

Advises executives as they seek to understand the impact of the digital world on their business and respond in ways that create... competitive advantage
Associate Partner, Boston

Jamie Wilkie

Guides global consumer-facing companies on driving profitable, data-driven growth, with particular expertise in e-commerce, omnichannel... strategy, and personalization.

Cannes 2018

At Cannes Lions Festival 2018, Jason Heller and Brian Gregg presented findings from our study on how the best performing marketing organizations make creativity thrive in a data-driven, agile, post-mobile era.

Featured Insights


Growing faster than the market: Three questions the C-suite should ask

– Leaders who are most successful at driving growth in their organizations are deliberate, persistent, and disciplined in the way... they go about it.

The most perfect union: Unlocking the next wave of growth by unifying creativity and analytics

– Companies that harness creativity and data in tandem have growth rates twice as high as companies that don’t. Here’s... how they do it.

Creativity’s bottom line: How winning companies turn creativity into business value and growth

– Top-performing companies use four key management practices to turn creativity into value.

Related Insights

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