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The Growth Triple Play: Creativity, Analytics, and Purpose with Zaid Al-Qassab and Biljana Cvetanovski
6th July 2022 • The Marketing Society podcast • The Marketing Society podcast
00:00:00 00:24:06

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The pandemic sped us into a digitized future, compressing decade’s worth of digital adoption into months. Yet, this time of disruption has provided a unique opportunity for marketers to construct new ways to unlock growth.

Recent McKinsey & Company research entitled The Growth Triple Play: Creativity, Analytics, and Purpose shows that by unifying creativity, analytics, and purpose, companies can deliver 2 times the growth of their peers. This elite group, comprised of only 7% of companies today – has seamlessly fused these three elements, creating long-term growth and a holistic impact.

In this session, hear from Zaid Al-Qassab, CMO at Channel 4 and Biljana Cvetanovski, Partner at McKinsey as they discuss the ever-evolving role of the CMO and how companies can fuel their next wave of growth.