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

By Marc BrodhersonJason HellerJesko Perrey, and David Remley

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

Most of us can remember a couple of favorite ads. They’re funny, clever, thoughtful. Creativity can delight, even inspire. But does it generate business value?

The short answer is yes. That conclusion came through clearly in McKinsey’s analysis of one widely recognized proxy for creativity. To have a quantitative measure that could be used to examine the linkage between creativity and business performance, we developed the Award Creativity Score (ACS), an index based on the prestigious Cannes Lions awards given annually for advertising and marketing excellence.1

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