Practice of Innovation Report

The current state of innovation in the marketing industry is shallow. Although most brands are dabbling in innovation, far too many marketers leverage innovation for superficial reasons, like a press release or one big moment. Real innovation is slow, plodding, challenging, disciplined, data-driven, and dependent on structured, strategic creativity. Innovation is not "magic"; it is not ephemeral. Most of the time, it's not particularly fun. We created this report to illuminate the essential elements necessary for true, impactful innovation so that marketers can embed the practice deep within their brands.

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Source

"Practice of Innovation Report." ANA Marketing Futures, 2021.

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