{"id":13243,"date":"2019-11-12T09:20:17","date_gmt":"2019-11-12T08:20:17","guid":{"rendered":"https:\/\/www.munich-business-school.de\/insights\/?p=13243"},"modified":"2019-11-12T11:28:31","modified_gmt":"2019-11-12T10:28:31","slug":"guest-lecture-the-business-value-of-creativity-how-winning-companies-turn-creativity-into-business-value-and-growth-with-bbdo-mckinsey","status":"publish","type":"post","link":"https:\/\/www.munich-business-school.de\/insights\/en\/2019\/guest-lecture-the-business-value-of-creativity-how-winning-companies-turn-creativity-into-business-value-and-growth-with-bbdo-mckinsey\/","title":{"rendered":"Guest Lecture: \u00bbThe Business Value of Creativity \u2013 How Winning Companies Turn Creativity Into Business Value and Growth\u00ab with BBDO &#038; McKinsey"},"content":{"rendered":"<p>At the invitation of MBS lecturer Michael Falkensteiner, Gordon Euchler, Head of Strategy at <a href=\"https:\/\/bbdo.de\/en\/agencies\" target=\"_blank\" rel=\"noopener\">BBDO<\/a>\u00a0\u2013 the world&#8217;s leading agency network, and Nils Liedtke, Associate Partner at <a href=\"https:\/\/www.mckinsey.de\/\" target=\"_blank\" rel=\"noopener\">McKinsey &amp; Company<\/a>\u00a0\u2013\u00a0the leading strategy consultancy, gave an interesting guest lecture on <em>\u00bbThe Business Value of Creativity &#8211; How winning companies turn creativity into business value and growth\u00ab<\/em>.\u00a0The talk in front of an audience of MBS Master students spontaneously took place digitally via video conference due to the Lufthansa strike.<\/p>\n<p>Gordon Euchler and Nils Liedtke reported on a series of studies undertaken by BBDO and McKinsey &amp; Company that illustrate the value of creativity in business growth. For example, they plotted the creativity and the content fit of ads and measured it against advertising recall and market share increase. The results showed that creativity is a safe choice. If creativity is high, success rate is high.\u00a0Furthermore, they scored companies\u2019 data-driven creativity performance while analyzing each company\u2019s business growth. Results showed that those companies who illustrate an advanced use of data and creativity processes\u00a0<u>and<\/u>\u00a0who integrate these two grow their revenues 2x faster than their peers.<\/p>\n<div id='gallery-1' class='gallery galleryid-13243 gallery-columns-2 gallery-size-large'><figure class='gallery-item'>\n\t\t\t<div class='gallery-icon landscape'>\n\t\t\t\t<a href='https:\/\/www.munich-business-school.de\/insights\/en\/2019\/guest-lecture-the-business-value-of-creativity-how-winning-companies-turn-creativity-into-business-value-and-growth-with-bbdo-mckinsey\/bild3\/'><img loading=\"lazy\" decoding=\"async\" width=\"1024\" height=\"552\" src=\"https:\/\/www.munich-business-school.de\/insights\/wp-content\/uploads\/2019\/11\/Bild3-1024x552.jpg\" class=\"attachment-large size-large\" alt=\"\" srcset=\"https:\/\/www.munich-business-school.de\/insights\/wp-content\/uploads\/2019\/11\/Bild3-1024x552.jpg 1024w, https:\/\/www.munich-business-school.de\/insights\/wp-content\/uploads\/2019\/11\/Bild3-300x162.jpg 300w, https:\/\/www.munich-business-school.de\/insights\/wp-content\/uploads\/2019\/11\/Bild3.jpg 1280w\" sizes=\"auto, (max-width: 1024px) 100vw, 1024px\" \/><\/a>\n\t\t\t<\/div><\/figure><figure class='gallery-item'>\n\t\t\t<div class='gallery-icon landscape'>\n\t\t\t\t<a href='https:\/\/www.munich-business-school.de\/insights\/en\/2019\/guest-lecture-the-business-value-of-creativity-how-winning-companies-turn-creativity-into-business-value-and-growth-with-bbdo-mckinsey\/bild2\/'><img loading=\"lazy\" decoding=\"async\" width=\"1024\" height=\"552\" src=\"https:\/\/www.munich-business-school.de\/insights\/wp-content\/uploads\/2019\/11\/BIld2-1024x552.jpg\" class=\"attachment-large size-large\" alt=\"\" srcset=\"https:\/\/www.munich-business-school.de\/insights\/wp-content\/uploads\/2019\/11\/BIld2-1024x552.jpg 1024w, https:\/\/www.munich-business-school.de\/insights\/wp-content\/uploads\/2019\/11\/BIld2-300x162.jpg 300w, https:\/\/www.munich-business-school.de\/insights\/wp-content\/uploads\/2019\/11\/BIld2.jpg 1280w\" sizes=\"auto, (max-width: 1024px) 100vw, 1024px\" \/><\/a>\n\t\t\t<\/div><\/figure>\n\t\t<\/div>\n\n<p>Here are the key takeaways:<\/p>\n<ul>\n<li>Hardwire creativity and innovation in your daily practices (\u201clive creativity in the boardroom\u201d)<\/li>\n<li>Become customer fanatic<\/li>\n<li>Feed the need for speed to turn insights into action<\/li>\n<li>Create and manage the best eco-system of partners, i.e. sometimes it is worth working with more than just one creative partner<\/li>\n<\/ul>\n<p>The guest lecture was concluded with a Q&amp;A session, which the students used to gather some more insights. We would like to thank Gordon Euchler and Nils Liedtke for sharing their insights about the value of creativity in business growth with our students! Our students loved the topic and stayed interested, even on a Friday evening at 6pm.<\/p>\n","protected":false},"excerpt":{"rendered":"<div class=\"mh-excerpt\"><p>At the invitation of MBS lecturer Michael Falkensteiner, Gordon Euchler, Head of Strategy at BBDO\u00a0\u2013 the world&#8217;s leading agency network, and Nils Liedtke, Associate Partner at McKinsey &amp; Company\u00a0\u2013\u00a0the leading strategy consultancy, gave an interesting <a class=\"mh-excerpt-more\" href=\"https:\/\/www.munich-business-school.de\/insights\/en\/2019\/guest-lecture-the-business-value-of-creativity-how-winning-companies-turn-creativity-into-business-value-and-growth-with-bbdo-mckinsey\/\" title=\"Guest Lecture: \u00bbThe Business Value of Creativity \u2013 How Winning Companies Turn Creativity Into Business Value and Growth\u00ab with BBDO &#038; McKinsey\">[&#8230;]<\/a><\/p>\n<\/div>","protected":false},"author":26,"featured_media":13244,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[35],"tags":[8709,8715,1797,8711,8713],"coauthors":[685],"class_list":["post-13243","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-uncategorized","tag-bbdo","tag-gordon-euchler","tag-marketing-en","tag-mckinsey","tag-sasha-lehman"],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v27.1.1 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>Blog Munich Business School<\/title>\n<meta name=\"description\" content=\"At the invitation of MBS lecturer Michael Falkensteiner, Gordon Euchler, Head of Strategy at BBDO, and Nils Liedtke, Associate Partner at McKinsey &amp; Company, gave an interesting guest lecture at MBS.\" \/>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, 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