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The Growth Triple Play: Creativity, Analytics, and Purpose with Zaid Al-Qassab and Biljana Cvetanovski

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.

About the Podcast

Show artwork for The Marketing Society podcast
The Marketing Society podcast
The Marketing Society is a progressive global community of senior marketers. Our purpose is to empower our members to be brave leaders. Since 1959, we have grown into an influential network of 2500 members.