The Challenge
Ambitious growth targets meant the marketing team needed a step-change in their approach to innovation. Existing thinking was too incremental and too internally focused – what was needed was a global innovation pipeline with a 3-5 year horizon that combined genuine creative stretch with strategic rigour.
The Work
We took a threefold approach: identifying strategic opportunity areas to create innovation platforms, unlocking creative growth routes for each platform, and building a clear roadmap to ensure a truly incremental footprint for the future. In a ground-breaking element of the project, we harnessed AI to introduce creative but dispassionate thinking – freeing the client from familiar patterns and opening up genuinely new territory.
The Impact
8 out of 10 ideas scored in the top two boxes for profitability predictability – well above industry norms. The work provided a robust, validated roadmap for future development, with a pipeline of ideas to reinvigorate the brand’s core identity and drive incremental growth.
