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The Warc Innovation Awards' chair, Dana Anderson, comments on need for change
The chair of the upcoming Warc Innovation Awards 2017, Dana Anderson, senior VP and chief marketing officer of Mondelez International, says innovation at the global snack foods giant encompasses everything from working methods to products and requires marketers to think ahead in a fearless manner.
Dana Anderson
The awards recognise and reward innovative thinking that delivers tangible results. Four more judges have recently been appointed, bringing the judging panel of client and agency-side experts to 21. The newly appointed judges are:
- • Nurcin Erdogan Loeffler, Head of Strategy & Innovation, Vizeum China
• Bruce Henderson, Chief Creative Officer, Jack Morton Worldwide
• Andrew Lambert, Vice President for Brand, Product and Sponsorship Marketing, VISA
Changing agency briefings
Anderson explained that this attitude was essential, given the pace of change in the market and in channels. Nor is it just external factors that influence marketers' mindset. She noted that her team had spent the last year embracing Ehrenberg Bass and Byron Sharp's Laws, which was forcing them to look at marketing through a new lens.
“We changed our strategic tools, media guidelines, how we do communications planning and how we brief agencies. Change can mean more work, but it makes you feel like you are on the fresh end of things and that can be enlivening for a group.
“The work that we are doing on content monetisation means that we want to be out there and trying new things.”
Anderson is keen to avoid simply being reactive in the face of change and to encourage new engagement models with partners. “You don't criticise someone else for not stepping up if you don't do it yourself. We developed a way of working through Fly Fearless.
“This is the group’s new approach to creative marketing. We piloted it and now have been working it out for smaller brands and it has meant we have been able to reduce the amount of time spent working with creative agencies on campaigns from 52 weeks to 20 weeks.
“Everyone is around the table at the same time and there are ground rules, such as having a strategy before you start. That is a form of innovation that anyone can take on.”
Click here for Anderson’s full views on innovative marketing.
Entry deadline to the annual global Warc Innovation Awards has been extended to 26 January 2017. Full entry details are available here.
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