Great ideas have been, are, and always will be the lifeblood of business.
We can see great Ideas in Brands, in new products and services, in great campaigns, and in new and better ways of doing things.
Companies of all types and Advertising, Media and Digital Agencies know this, and the search for the next great Idea is ongoing.
The Process needs
to change
The current process for developing ideas is not great... The old ways of developing ideas no longer work as well,
in large part because they were designed for a world that no longer exists. We now live in hypercompetitive times.
We no longer compete with other companies in clearly defined spaces. Brutal competition can come from anywhere, from other categories,
geographies and technologies, and it can all happen at dizzying speed.And most importantly, the consumer is no longer a target. Technology has given him more and more control over what
he sees, where he sees it, and how he sees it. He no longer believes everything that the Marketer tells him. In fact, for many, the fact that it comes from a Marketer is enough reason not to believe it.
The need for great Ideas has never been greater and the process for developing them has never been more inefficient.
The symptoms
are everywhere
New product development processes are slow and all too often the new idea is not really new. It is the same old thing with a little tweak here and there.
Advertisers complain that their Ad Agencies are old media focused, slow and expensive.
Agencies complain that their Clients will not listen, are too risk averse and will mandate solutions. To make things worse, they are not willing to pay for quality.
Ad Agencies, Media Agencies, Digital shops, Shopper Marketing specialists and others are all engaged in a struggle for control of the "Idea" and therefore a bigger slice of the Marketing budget.
There is a great deal of frustration in the system.
There must be a better way... luckily, there is. If you would like to know more, please read on...
