Innovation is much more than “new products”; it’s finding new ways to go-to-market. It means creation of effective and actionable strategies and tactics that are built upon relevant consumer, shopper and
“Innovation” can take any number of different forms, from development of an innovative new Shopper Marketing event or Category Management initiative all the way to more strategic challenges such as Rx-to-OTC switches or reinventing the in-store experience. How do we do it? One word: synthesis. The creative yet rigorous process of combining various components, whether it is different ideas, insights, concepts or influences, into a new element.