Lowdown: In-house accelerators

This article explains how brands can use in-house accelerators.

Lowdown: In-house accelerators

Nadya PowellThe Sunshine Company

The innovation maturity curve within the marketing industry has been on a heady journey, with the entry of the innovation director, and the in-house lab. Today the commercial penny has dropped that brands and agencies alike don't need to actually do innovation. In 2014 alone, there were 581,173 new companies registered at Companies House living innovation every day. This offers a ready solution to marketeers: don't force innovation within your own organisation – partner with start-ups instead.

Perhaps the earliest example of this in action is Telefónica's Wayra. Wayra is a start-up...

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