For Innovation, Think Startups

December 21, 2015

By Bill Duggan

Brands work with the startup community in the advertising and marketing space for many reasons — for access to new capabilities, to get fresh thinking, drive innovation, and more. Meanwhile, the corporate world provides start-ups with exposure and potential funding. 

Startups can offer an approach not available from more established companies. Marketers are working with startups in areas including social media, content development, research/analytics, mobile, and promotion. Startups can also provide efficient solutions for brands as they can bring a low cost “innovation jump start” to corporate America. 

It has been widely reported that Kimberly-Clark — makers of products including Huggies and Kleenex — goes to CES to provide a forum to expose its brand marketers to “startup thinking” and solicit ideas that could potentially be commercialized. They have done that via a competition organized by the company’s Digital Innovation Lab. 

Over the past few months, the ANA has been working with the Consumer Technology Association on both qualitative and quantitative research to better understand how brands are working with startups. We’ll share that in Las Vegas via our “Brands Working with Startups” event. That will take place from January 6–7, 2016 at C Space, located at ARIA, which is the official CES destination for creative communicators, brand professionals, and digital advertisers. We’ll feature speakers from Google, Hiscox, Mondelēz International, Prestige Brands, Unilever, Warner Bros. and Evol8tion. Beyond the ANA event, startups will also be on display at Eureka Park, the flagship startup destination at CES.

For innovation, think startups. I look forward to CES in January.

Thanks to the CTA for publishing this first in their Consumer Technology Association Blog.


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