Drive Innovation
Marketing professionals face a double challenge of driving innovation in both message and medium. Hear from some leading digital marketers to get some insight on how they stay ahead of the curve:
- Motorola's Director of Global Product Marketing, Floyd Wagoner, discusses the need for fresh ideas and innovative content in today's fast-paced marketing environment
- Learn how organizations can use market learning, adaptive marketing, and open marketing to help them innovate (George Day, Professor of Marketing at the University of Pennsylvania’s Wharton School of Business)
- Andy Berndt, Managing Director at Google’s Creative Lab, offers insights into why it is especially critical for marketers to experiment aggressively with new digital media
Videos
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Marketing Benefits Consumer
Interview
Marketing Benefits Consumer
Andy Berndt from Google's Creative Labs argues that the opportunity to bring value to customers has never been greater. Digital reduces the cost of experimentation and lowers the cost of failure. Marketing today allows the accrual of greater benefits to ...
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The Fog
Interview
The Fog
Andy Berndt, VP of Google's Creative Lab, describes the power of a good idea as the simple execution of an insight or truth. Unfortunately, much of the time people slip into "the fog" between the simplicity of the insight and ...
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Content is King
Case Study
Content is King
Cynthia Ricciardi, VP of Customer Relationship Management at Sirius XM Satellite Radio, explains that Sirius is able to compete with terrestrial radio because the new national model for radio has no room for innovation. Sirius is able to invest in ...
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Sea of Sameness
Interview
Sea of Sameness
Kara Segreto, , Head of Marketing for Prudential Retirement Services, remarks that in the financial space, marketers should take intelligent risks. The space can be a sea of sameness, and the regulatory environment is cited as a reason not to ...
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Risk & Balance
Interview
Risk & Balance
Maureen McGuire, CMO of Bloomberg L.P., argues that you cannot take risks when it comes to understanding your customer. Marketers must balance surefire techniques with creative innovation in order to strike a balance between the art and science of marketing.
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Livestream Brand Experiences
Interview
Livestream Brand Experiences
Courtney Kelso, the VP, Global Sponsorships & Entertainment Access at American Express and Board Member of the Future of Advertising Project with Wharton, shares a digital case study about Unstaged, a curated livestream concert series created by American Express. Through ...
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Innovation from Outside
Interview
Innovation from Outside
Matt Freeman, CEO of Mediabrands Ventures and Board Member on the Future of Advertising Project with Wharton, thinks that agencies need a better way of embracing innovation from the outside. Agencies can handle scale and global reach, but small, important ...
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Connecting Core Values to Consumers
Interview
Connecting Core Values to Consumers
Jon Kamen, Chairman & CEO of Radical Media and Board Member of the Future of Advertising Project with Wharton, shares how brands are beginning to realize that being meaningful in people's lives means supporting things that people care about, often ...
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Innovation Across Channels
Interview
Innovation Across Channels
Chuck Sullivan, SVP of Global Online Services at Hilton, describes innovation in marketing as: being the first to take messages across channels; exploiting technology by taking a fresh view of apps; and developing connections across channels by building a common ...
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HBO / Rear Window
Case Study
HBO / Rear Window
Brian DiLorenzo, Director of Integrated Production at BBDO, talks about a successfully integrated campaign to promote the HBO brand. He describes the innovative use of film projection in Manhattan to draw attention and interest.
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Fringe Innovation
Interview
Fringe Innovation
Andy Murray, CEO of Saatchi & Saatchi X, believes that marketing innovation can occur on the fringes, and not necessarily in the U.S. For example, mobile phones in Korea and Japan are integral to the branding process. Murray describes a ...
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Movement Marketing
Interview
Movement Marketing
Scott Goodson, founder of Strawberry Frog, explains how brands can align with mass movements. Identify a rising issue in the culture and build a well-defined communications strategy around it. The movement becomes the medium.