Creativity Now Key for Business Growth, Redefining CMO Role
Recent research suggests that creativity, long considered an intangible quality in marketing, is now a measurable driver of business growth. A study by Interbrand and LIONS analyzed performance data from 50 publicly traded companies, finding a significant link between creativity and increased profitability and market capitalization. This evolving understanding is reshaping the mandate for Chief Marketing Officers, positioning creativity as a vital competitive advantage and a strategic business imperative for delivering tangible results.
Creativity, once an instinctively valued but difficult-to-measure quality in marketing, is increasingly recognized as a key driver for business growth. As corporate boards demand concrete evidence of return on investment, a growing body of research indicates that creativity benefits not only brands but also overall business performance.
Research conducted by Interbrand, in collaboration with LIONS (owner of the Cannes Lions International Festival of Creativity), analyzed five years of performance data from 50 publicly traded companies consistently ranked among Cannes Lions’ most awarded. The study revealed that creativity had a significant impact, with these companies experiencing a 2.7% increase in profitability and a 4.7% rise in market capitalization in the year following an award.
Simon Cook, CEO of LIONS, stated that the idea of creativity driving growth is highly relevant today, especially in an environment marked by constant disruption, accelerated technological change, and pressure to find new growth sources. He emphasized that creativity is becoming one of the few remaining competitive advantages for organizations. Advances in data are further substantiating this by helping companies better understand the correlation between creative quality and commercial outcomes, including revenue growth.
This trend extends to industries not traditionally associated with creativity, such as B2B, where brands are adopting more emotionally resonant messaging beyond purely functional communication. Cook noted this shift delivers stronger differentiation and commercial impact, as buyers remain human beings making decisions based on trust and connection.
In uncertain economic climates, organizations often prioritize optimization and short-term performance. However, Cook cautioned that reducing brand investment can lead to a lack of differentiation, diminished pricing power, and declining customer loyalty. He advocated for viewing creativity as an investment rather than a risk.
Brewing giant AB InBev exemplifies this approach, having become the first company in Cannes Lions history to earn Creative Marketer of the Year three times while achieving strong commercial growth. Marcel Marcondes, AB InBev's global chief marketing officer, views creativity as a business strategy aimed at solving consumer and business problems, building beloved brands, and creating experiences that yield measurable results.
In the first quarter of 2026, AB InBev reported record revenues. Michelob ULTRA maintained its position as the top-selling beer by volume in the U.S., while Corona demonstrated double-digit global growth, alongside strong momentum in the company's no-alcohol and Beyond Beer portfolios. Marcondes also highlighted technology, including AI, as a crucial enabler for creative work, facilitating faster, more efficient operations and deeper consumer understanding to drive growth-oriented insights and actions.
According to Fortune, the changing economics of creativity are fundamentally reshaping the role of the chief marketing officer, who is increasingly expected to deliver measurable growth.
