Fostering Innovation in Marketing

Leah Hoffmann

Innovation is critical to all companies, but each one does it differently. With this in mind—and frustrated by her team’s progress on a plan to present hundreds of new ideas to the CMO—the VP of Marketing Innovation at a F500 food and beverage company reached out to Business Talent Group. Which innovation models were most successful at other large consumer companies, and which was the best fit with their culture and processes?

Business Talent Group put together a tight, two-person team to restructure the company’s innovation pipeline. Leading the work was one of the nation’s top innovation experts; supporting him was an analyst who gathered data on innovation models and success rates across the consumer goods industry. The project lead, meanwhile, interviewed stakeholders across the business to better understand and document current processes and identify points of friction.

After synthesizing their findings, the two consultants organized a series of workshops to help executives understand different innovation models and best practices across the industry, and how those options could integrate with the existing pipeline.

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