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The Value of Creativity in a Post-pandemic World

Talent: Ana Andjelic - Banana Republic , Tracey Follows - FUTUREMADE, Kabir Ahuja - McKinsey & Company

Category: The Creative Crossover

Join us for an exciting new discussion series ‘Creative Crossover’ in partnership with McKinsey & Company. Creativity is an economic multiplier. In fact, 67% of brand respondents believe its role now is “extremely valuable” to driving competitive advantage (LIONS State of Creativity Survey, 2021). A recent McKinsey survey also suggests that, outside China and India, most consumers plan to reduce their spending. This makes the role and value of creativity particularly crucial in a post-pandemic world.

Through a series of challenging statements, our speakers will explore:

- How changing consumer behaviours are forcing a shift in creative marketing

- How digital acceleration demands more creative approaches to consumer outreach

- What impact we can extract from our adaptation to COVID conditions


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