THE PRACTICE

OF INNOVATION

WHO IS THIS REPORT FOR?

We believe that innovation can come from anywhere and that everyone can find something in this report applicable to what they do and where they are in their careers. However, as the report began to coalesce, we realized many of the insights within this report pertain to leading innovation. Whether you lead a team of two or 2,000, The Practice of Innovation report will provide you with the mindset and methods required to drive meaningful change at scale.

HOW SHOULD YOU USE THIS REPORT?

This report shares stories and perspectives from your peers. All of the marketers featured have had to deal with the same challenges that you are currently facing in driving innovation throughout your company. In addition to new ways of thinking about innovation on a corporate scale, this report offers concrete steps in championing a bold new idea, fostering a culture in which innovation thrives, and identifying the types and scale of innovation right for your brand.

WHAT IS THE OUTCOME WE HOPE YOU ACHIEVE?

 Innovation is unique to every organization – there is no step-by-step “cheat sheet” to driving meaningful, impactful change at scale. We hope the stories and expert perspectives in this report will inspire you to take action and guide you through your innovation journey. We’re all in this together, and the ANA and the Marketing Futures team are here to help.

Love Can't Wait, with Alan Gravely of Signet Jewelers

In 2020, upwards of 845,000 weddings were canceled due to COVID-19. However, many brave couples decided their love couldn't wait, even if their friends and families couldn't be there with them to celebrate. Jared the Galleria of Jewelry stepped up to help these of couples make their dreams come true with a seamless and personalized virtual wedding platform, complete with customizable invitations, streaming, and celebrity advice and officiants. Alan Gravely, VP of Marketing and eCommerce for Signet Jewelers, took us behind the scenes and explained how the platform and campaign came together within a matter of days.

> See all episodes
iOS 15: Apple Pushes Consumer Privacy Further with Email Protection

Apple announced earlier this year that with the update to their operating system with iOS 14, consumers would have more control over the information that apps could track via the IDFA (we explored the effect this would have on marketers here). Now with the announcement of iOS 15, Apple is putting yet more control in the hands of consumers by extending privacy protection to email and other often-used services on all their devices.

> See all issues

THE PRACTICE

OF INNOVATION

WHO IS THIS REPORT FOR?

We believe that innovation can come from anywhere and that everyone can find something in this report applicable to what they do and where they are in their careers. However, as the report began to coalesce, we realized many of the insights within this report pertain to leading innovation. Whether you lead a team of two or 2,000, The Practice of Innovation report will provide you with the mindset and methods required to drive meaningful change at scale.

HOW SHOULD YOU USE THIS REPORT?

This report shares stories and perspectives from your peers. All of the marketers featured have had to deal with the same challenges that you are currently facing in driving innovation throughout your company. In addition to new ways of thinking about innovation on a corporate scale, this report offers concrete steps in championing a bold new idea, fostering a culture in which innovation thrives, and identifying the types and scale of innovation right for your brand.

WHAT IS THE OUTCOME WE HOPE YOU ACHIEVE?

 Innovation is unique to every organization – there is no step-by-step “cheat sheet” to driving meaningful, impactful change at scale. We hope the stories and expert perspectives in this report will inspire you to take action and guide you through your innovation journey. We’re all in this together, and the ANA and the Marketing Futures team are here to help.

“The events of 2020 have thrown our industry into deep turmoil. The chaos caused by COVID-19 elevated the need for brands to effectively respond to change and to adapt quickly and meaningfully.
 
For this reason, we must reclaim ‘innovation’ from buzzword oblivion and substantially invest in this discipline, which is at the core of business and brand growth. Let us remember that the only certainty facing marketers today is change, and one of the most important ways to affect change is through innovation.”

Bob Liodice

CEO

ANA

Podcast

The Truth About Innovation, with IPG Media Lab

IPG Media Lab works with some of the world’s largest brands to drive innovation in media, marketing, and business models. As the dedicated innovation initiative of the UM family of agencies, they’ve worked with companies of all sizes, across numerous verticals. Chad Stoller and Adam Simon of IPG Media Lab discussed the types of conversations they have with marketers around innovation, gave us a behind-the-scenes look at how IPG Media stays innovative, and asked whether one can truly measure innovation success.

ANHEUSER-BUSCH

CASE STUDY

 

Once a market follower, Anheuser-Busch
has embraced a people-first mindset and
creates innovative new products with
speed and agility.

Bud Light, Ultra, and Limearita all have one thing in common: Anheuser-Busch created them. From the 1980s onward, the brand’s mainstream market segment saw explosive growth, tripling in size due to light beer’s popularity. Over time, preferences shifted as modern consumers began to seek more premium products. As a result, the brand identified the need to launch innovative new products faster than ever.


To penetrate high-growth segments and steal market share, the brand realized that it must make the following changes:

  • Reduce time-to-market: from years to months
  • Improve agility: build flexible, autonomous, and dedicated teams
  • Increase experimentation: create pilots, especially local ones

 

With the support of leadership, Anheuser-Busch took the first steps towards sustainable innovation by creating the Apollo 11 initiative, a cross-functional team consisting of about 15 people who work together to rapidly prototype in the market with freedom of failure.

 

According to Jake Kirsch, VP of Innovation at Anheuser-Busch, “if it wasn’t the CEO saying innovation is a priority, and we have to be faster, it wouldn’t happen. There is a change management piece of it, and innovation is a huge piece of leadership.”

 

By breaking down organizational silos, transforming the culture, and speeding up the innovation process, the brand can innovate faster than ever before and create tailored solutions for its consumers. Its teams are nimble, cross-functional, and empowered.

Since beginning its innovation journey, Anheuser-Busch has achieved the following results:

Moving forward, the brand hopes to become first in innovation, aiming to be responsible for more than 60 percent of new beer industry ideas.

Related Content

Want to take a deeper dive into the practice of innovation? ANA Members have access to brand stories, case studies, and expert webinars you won't find anywhere else. 

How to Be an Agile Marketer

ANA. February 2021

Agile marketing enables brands to quickly adapt to consumers' changing needs in an ever-complicated tech landscape by providing more effective ways to handle disruptions and turn them into opportunities rather than challenges.

A Marketer's Blueprint for the Future: Capabilities to Survive and Thrive in a Dynamic Marketplace

ANA. February 2021

The role of the marketer has shifted from building brands and driving consumer communications to commanding an essential seat in the C-suite as a leader of growth acceleration.

Marketing, Innovation, & Technology 2020 Survey Findings

ANA. June 2020

This report showcases the findings of a 2020 marketer survey conducted jointly by ANA Marketing Futures and R3 Worldwide to determine where marketers were on their innovation journey and which tools they needed to move forward.

Download Now!

The current state of innovation in the marketing industry is shallow. Although most brands are dabbling in innovation, far too many marketers leverage innovation for superficial reasons, like a press release or one big moment. Real innovation is slow, plodding, challenging, disciplined, data-driven, and dependent on structured, strategic creativity. Innovation is not “magic;” it is not ephemeral. Most of the time, it’s not even particularly fun.
 
We created this report to illuminate the essential elements necessary for true, impactful innovation so that marketers can embed the practice deep within their brands.

Bob Liodice

CEO

ANA

“The events of 2020 have thrown our industry into deep turmoil. The chaos caused by COVID-19 elevated the need for brands to effectively respond to change and to adapt quickly and meaningfully.

 

For this reason, we must reclaim ‘innovation’ from buzzword oblivion and substantially invest in this discipline, which is at the core of business and brand growth. Let us remember that the only certainty facing marketers today is change, and one of the most important ways to affect change is through innovation.”

Podcast

The Truth About Innovation, with IPG Media Lab

Chad Stoller

Adam Simon

IPG Media Lab works with some of the world’s largest brands to drive innovation in media, marketing, and business models. As the dedicated innovation initiative of the UM family of agencies, they’ve worked with companies of all sizes, across numerous verticals. Chad Stoller and Adam Simon of IPG Media Lab discussed the types of conversations they have with marketers around innovation, gave us a behind-the-scenes look at how IPG Media stays innovative, and asked whether one can truly measure innovation success.

Anheuser Busch Case Study

Once a market follower, Anheuser-Busch
has embraced a people-first mindset and
creates innovative new products with
speed and agility.

Bud Light, Ultra, and Limearita all have one thing in common: Anheuser-Busch created them. From the 1980s onward, the brand’s mainstream market segment saw explosive growth, tripling in size due to light beer’s popularity. Over time, preferences shifted as modern consumers began to seek more premium products. As a result, the brand identified the need to launch innovative new products faster than ever.


To penetrate high-growth segments and steal market share, the brand realized that it must make the following changes:

  • Reduce time-to-market: from years to months
  • Improve agility: build flexible, autonomous, and dedicated teams
  • Increase experimentation: create pilots, especially local ones

 

With the support of leadership, Anheuser-Busch took the first steps towards sustainable innovation by creating the Apollo 11 initiative, a cross-functional team consisting of about 15 people who work together to rapidly prototype in the market with freedom of failure.

 

According to Jake Kirsch, VP of Innovation at Anheuser-Busch, “if it wasn’t the CEO saying innovation is a priority, and we have to be faster, it wouldn’t happen. There is a change management piece of it, and innovation is a huge piece of leadership.”

 

By breaking down organizational silos, transforming the culture, and speeding up the innovation process, the brand can innovate faster than ever before and create tailored solutions for its consumers. Its teams are nimble, cross-functional, and empowered.

Since beginning its innovation journey, Anheuser-Busch has achieved the following results:
Moving forward, the brand hopes to become first in innovation, aiming to be responsible for more than 60 percent of new beer industry ideas.

Related Content

Want to take a deeper dive into the practice of innovation? ANA Members have access to brand stories, case studies, and expert webinars you won't find anywhere else. 

How to Be an Agile Marketer

ANA. February 2021

Agile marketing enables brands to quickly adapt to consumers' changing needs in an ever-complicated tech landscape by providing more effective ways to handle disruptions and turn them into opportunities rather than challenges.

A Marketer's Blueprint for the Future: Capabilities to Survive and Thrive in a Dynamic Marketplace

ANA. February 2021

The role of the marketer has shifted from building brands and driving consumer communications to commanding an essential seat in the C-suite as a leader of growth acceleration.

Marketing, Innovation, & Technology 2020 Survey Findings

ANA. June 2020

This report showcases the findings of a 2020 marketer survey conducted jointly by ANA Marketing Futures and R3 Worldwide to determine where marketers were on their innovation journey and which tools they needed to move forward.

Download Now!

The current state of innovation in the marketing industry is shallow. Although most brands are dabbling in innovation, far too many marketers leverage innovation for superficial reasons, like a press release or one big moment. Real innovation is slow, plodding, challenging, disciplined, data-driven, and dependent on structured, strategic creativity. Innovation is not “magic;” it is not ephemeral. Most of the time, it’s not even particularly fun.
 
We created this report to illuminate the essential elements necessary for true, impactful innovation so that marketers can embed the practice deep within their brands.

About ANA Marketing Futures

Knowing that marketers are increasingly challenged in their efforts to keep up with the latest trends and technologies, the Association of National Advertisers (ANA) tasked itself with creating a program designed to help marketers anticipate—and prepare for—the future of marketing.

 

ANA Marketing Futures is what emerged. With a focus on innovative topics and emerging trends, ANA Marketing Futures provides resources that will influence and inform via member cases, research studies, and insight from industry innovators. Check back often to learn about emerging trends and become inspired to take steps toward the growth of your business.

 

Copyright © 2021 Association of National Advertisers-established in 1910

Contact

10 Grand Central

155 E 44th Street

New York, NY 10017

Phone: 212.697.5950

 

Email: marketingfutures@ana.net

 

marketingfutures.ana.net