In the advertising industry here in Australia any discussion over different methods of thinking, as well as who and what makes the modern creative department tick, is strangely quiet. The set up of agency creative departments doesn’t seem to have changed much at all over the last 20 years. Perhaps it is too late for innovation to save the creative department.
Tamara Howe, Director of Innovation and Masterbrand at Kellogg, recently provided Samuel Tait an insight into The Foundry, Kellogg’s innovation team that is keeping the 100-year-old brand relevant. In part 2 of our interview we discuss why millennials hold a key to innovation, why she no longer believes in focus groups, the value in “positive creative conflict” and why failing a new product can be a seen as a positive.
Behaviour and attitude changes towards breakfast in recent years have called into question what the role is for breakfast cereals moving forward. While Kellogg has shaped an entire industry for more than a century since W.K Kellogg created the first-ever breakfast cereal, the company now faces a real challenge to stay relevant. Samuel Tait met with Tamara Howe, director of innovation and masterbrand, Kellogg Australia, to find out how the company uses innovation to ensure it will flourish and thrive throughout the century ahead.
Pay TV providers need to evolve to match future customer requirements and reframe the value of their assets, specifically the value of the ecosystem they have created from a new perspective. Can Pay TV providers re-write the role of the set-top box to become the platform that provides a plethora of new services? There is a future path for Foxtel.
Since their IPO in 2004 Google’s share value has risen over 1200%. Earlier this year the company was once again ranked as one of the world’s Most Innovative Companies by Fast Company magazine. It’s been said that their secret to innovation success is due to the empowerment of their employees.
In the second part of my interview covering operations of innovation with Lee Hunter, Google’s Head of Marketing Innovation for Asia Pacific we discuss marketing hacks, failing fast, mobile technology, innovation workshops and the importance of combining ideas and a collaborative culture in driving their ongoing success.
If you asked most people to name an innovative company, Google will most likely be one of the top companies named. It’s not surprising then that since it’s IPO in 2004 it’s share value has risen over 1200%. Earlier this year the company was once again ranked as one of the world’s Most Innovative Companies by Fast Company magazine. It’s been said that their secret to innovation success is due to the empowerment of their employees – Samuel Tait met with Lee Hunter, Head of Marketing Innovation for Asia Pacific to find out.