Building better ideas: The foundation of innovation | WARC | The Feed
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Building better ideas: The foundation of innovation
Building a culture of innovation in the marketing team can be easier said than done; how can brands create a culture which embraces new ideas?
According to Andrew Barraclough, vice president of design at pharma giant GSK, marketers can get bogged down in looking at too much data and too many trends, often missing the core insight that may well be hidden in plain sight. In his view, to create an innovation culture, brands need to simplify, strip back, look at the core elements of innovation and apply the basics of Design Thinking rather than add more and more ideas...
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