The McKinsey Black Leadership Academy is a professional development program designed to accelerate the careers of Black professionals across industries, offering structured learning, mentorship, and access to McKinsey’s networks and frameworks. It sits within McKinsey’s broader commitment to Black economic mobility and addresses a gap that many organisations talk about but few invest in seriously….
Customer segmentation in 2024 looks materially different from the demographic-first models most teams are still running. The shift is away from who customers are on paper toward how they behave, what they value, and where they sit in a predictive model built on first-party data. If your segments still start with age, gender, and household…
Measuring customer engagement means tracking how meaningfully customers interact with your brand across touchpoints, and using those signals to predict future behaviour, not just report past activity. Done well, it tells you whether customers are moving closer to buying, staying, or leaving. Done poorly, it produces dashboards full of numbers that feel good but change…
Spend analytics technology gives marketing teams a structured view of where budget is going, how it is performing, and where the gaps are between investment and return. At its best, it replaces gut feel and spreadsheet archaeology with clean, queryable data that supports faster, better commercial decisions. At its worst, it becomes another dashboard nobody…
Artificial intelligence and business strategy intersect most productively when organisations stop asking “what can AI do?” and start asking “what business problem are we actually trying to solve?” The technology is capable. The strategy, in most companies, is not keeping pace with it. That gap is where most AI investments quietly underperform. Not because the…
Vulnerability in leadership is the willingness to operate transparently, admit uncertainty, and show the people around you that you are human. It is not weakness dressed up as strategy. When leaders do it well, it builds trust faster than any performance review or town hall ever will. Most senior marketers have been conditioned to project…
Personalization, as most brands practice it, is not personalization. It is segmentation wearing a name badge. Showing someone an ad for the shoes they already bought, or addressing an email with their first name while sending the same message to 200,000 people, is not relevance. It is the appearance of relevance, and most consumers have…
Full funnel marketing is the practice of running coordinated activity across every stage of the buying process, from first awareness through to conversion and retention, treating each stage as part of a single connected system rather than a collection of separate campaigns. Done well, it closes the gap between the audiences you are building and…
B2B growth marketing is the discipline of building systematic, measurable pipelines that compound over time, combining demand generation, content, product-led signals, and sales alignment into a single commercial engine. Most B2B companies do pieces of this well. Very few do it as a connected system. The gap between companies that grow predictably and those that…
A managing general agency is a firm that operates with delegated authority from a principal, typically an insurer or brand, to underwrite, bind, and manage business on their behalf. In marketing terms, the phrase is borrowed to describe an agency model where a central operation manages strategy, execution, and accountability across multiple clients or disciplines,…
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