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 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.

> See all episodes
SEO in 2021: To Keyword Clusters, and Beyond!

SEO was a lot simpler in a less-crowded marketplace; you could optimize by keyword for your product, industry, or customer demographics and watch your traffic grow. In 2021, however, not only is the online space left with little metaphorical keyword elbow room, but search engines have gotten smarter to keep up with consumer demand. People search more conversationally due to voice assistants like Alexa and Siri, and AI-powered chatbots learn more as they’re being searched, which also contributes to a natural semantic search style. If marketers want to make sure their SEO efforts are being noticed, there are several ways to do this, all of which embrace this more casual way of searching consumers are employing – “long-tail keywords,” those with fewer search results but a higher conversion rate; “keyword clusters,” which group product identifiers that can single out your brand; “natural language processing (or NLP)” which rely on qualifiers like “what” and “where” to make a search less-robotic, and the overall conversational style that voice search and chatbots have made more prominent as of late.

> 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!

Programmatic is an algorithmic real time ad buying and selling process, where software automates purchasing, optimization and placement of media inventory by using a bidding-based system. By leveraging the future of programmatic technology, marketers can build more targeted ads for consumers that are a stronger match to the content being delivered.
 
ANA Marketing Futures spoke to marketers and experts across industries to get their perspective on where programmatic technology was headed, and created a guide to help brands leverage developing technology to deliver more relevant, engaging advertising to consumers.

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!

Programmatic is an algorithmic real time ad buying and selling process, where software automates purchasing, optimization and placement of media inventory by using a bidding-based system. By leveraging the future of programmatic technology, marketers can build more targeted ads for consumers that are a stronger match to the content being delivered.
 
ANA Marketing Futures spoke to marketers and experts across industries to get their perspective on where programmatic technology was headed, and created a guide to help brands leverage developing technology to deliver more relevant, engaging advertising to consumers.

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.

 

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Contact

10 Grand Central

155 E 44th Street

New York, NY 10017

Phone: 212.697.5950

 

Email: marketingfutures@ana.net

 

marketingfutures.ana.net