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Cannes Lions reflections : McKinsey and the economics of creativity

An editorial view on a Cannes Lions talk

created on Saturday 17 Jun 2017

Jason Heller, McKinsey opens the 2017 Cannes Lions Festival proving the economics of creativity. Picture courtesy of @DavidLian)
In a thoughtful and thorough first talk hosted in the Festival's Debussy theatre, Digital Partner of McKinsey & Company, Jason Heller outlined four key traits that companies should be looking to foster to achieve optimum creativity, generating real value and growth.
Through McKinsey’s 16-year study involving both quantitative and qualitative measures, he detailed that by integrating marketing into a daily focus, being operationally agile, innovative, customer-centric and being truly observational about the world around us were key. You can't do this stuff by browsing Powerpoint presentations!

Traditional methods, including the often lauded ‘big idea’, and running on twelve rounds of approvals will diminish a business. But being responsive, removing hierarchies and promoting speedy decision-making will do the opposite. The key flavour of this talk? Creativity alone cannot drive performance, but it’s an important part of the equation. Companies of the future need to re-shape and acquire the innovative tools that underpin and effectively action it. I left touched and quietly inspired.



 See more sessions and view all the work from this year's Festival in the Cannes Lions Archive