Unearthing salt of the earth: An approach to unleash the grass root creativity
Jacky CheungWIMI (When Insight Meets Innovation), Hong Kong
INTRODUCTION
Everybody now talks about innovation and understands how vital this is to our business and our life. Good innovation starts from good ideation and many of our clients are investing considerable efforts to fuel the "production" of new ideas. None more so than China based clients who, for much of the past two decades, usually took concepts or brands from their home markets, tweaked them here and there, and tried to launch something relevant to the Chinese...