Innovation has 'lost its way' and turned into a snooze fest

Innovation has 'lost its way' and turned into a snooze fest
SHARE
THIS



Innovation has become boring as clients view it as just "another job to do”, argued Landor and product innovation company North and South this morning.

Innovation has “lost its way”, according to Landor’s executive creative director Mike Staniford who said, “with the rise and rise of procurement innovation seems to have got on the back foot”.

“I’m not sure whether that is because a lot has failed or because the process is wrong but I don’t get excited by innovation any longer,” Staniford told B&T at Landor’s Innovation is Boring breakfast in Sydney today.

“I have been to a number of innovation sessions that have ultimately led to nothing. Great ideas have been discussed and talked about but then after weeks of developing they peter out into nothingness.

“That is a very frustrating and boring outcome.”

The statement ‘innovation is boring’ may be provocative, but Giles Day, the founding partner of North and South, feels the results should be more interesting.

 “I have felt this for five years now, clients just aren’t excited about it and it is becoming just another job to do.”

In an attempt to combat this brand consulting and design firm Landor has teamed up with North and South.

The partnership brings together the companies, which have previously been commissioned to work on the same projects separately at different stages, to create a more unified approach to clients' business problems.

 “We have worked together on projects before but we didn’t know,” explained Day.

“I was doing a lot of intensive work decoding the opportunity and then it would all go quiet and then six months later it would be launched and it was Landor that was launching it.”

For Staniford the partnership will bring about a “completely new way of thinking about innovation”.

“We really like the idea of bringing together production innovation on an upstream basis where hypothesis and new ideas and thoughts are being tested in a very raw way with clients, and then bringing that downstream through to creating packaging and storytelling and creating brands and products that are going to be successful on the shelf.”

For more on why Staniford and Day believe innovation is becoming beige and failing see next week’s The Brief where they also discuss why brands should not fear private labels, and much more. 

Please login with linkedin to comment

Latest News

Stockland Unveils “Give A Little Christmas” Via Lavender
  • Campaigns

Stockland Unveils “Give A Little Christmas” Via Lavender

Stockland has unveiled its 2018 Christmas Campaign, launching across its national social and owned media channels. Titled ‘Give a Little Christmas’ is via CX agency Lavender and celebrates the spontaneous, unplanned and unexpected moments that make Christmas special and can bring a community closer. Ben Allen, general manager marketing at Stockland, said: “At Stockland, we believe Christmas […]

Harper’s BAZAAR Devotes December Issue To Conservation
  • Media

Harper’s BAZAAR Devotes December Issue To Conservation

The December issue of Harper’s BAZAAR, on sale today, celebrates a unique collaboration between the luxury lifestyle title and Australia’s iconic Taronga Zoo. Fronted by Australian supermodel and mother of two, Gemma Ward, the December issue is devoted to raising awareness to the work Taronga Zoo, and the newly established Taronga Institute of Science and […]

The $400,000 Problem Of Storing Media Assets
  • Opinion

The $400,000 Problem Of Storing Media Assets

In this gust post, Collaboro CEO Warwick Boulter (pictured below), says too many marketers aren’t taking care of their very expensive media assets and offers his tips to ensure you safeguard yours… A business’ digital media assets form a significant part of its overall asset portfolio. Maximising the use of these assets and protecting them against loss is […]

Opinion

by B&T Magazine

B&T Magazine