As the economy contracts, and the realisation hits that we have some tough times ahead, innovation might seem the last thing on the agenda.
But while much in business is shifting, the need for creative thinking is more relevant than ever. Brands set to win in the new age of thrift are likely to be those that can adapt quickly to changing consumer attitudes and re-draw their products and communications to fit.
In this supplement we focus on examples of organisations that have broken their respective moulds in radical ways. Creativity relies on turning assumptions on their head and breaking out of accepted methods of operating. So we look at some rather unusual examples for inspiration, including a world-renowned chef, a Formula One team that helped a hospital tighten up its post-operative procedures, and a Nobel Peace Prize winner who re-defined banking.
They might seem far from your own world but looking beyond the familiar, say these experts, is a great way to find a new take on an issue.
As well as covering the process of creativity, we also focus on specific areas that companies have innovated in. Bringing a more human touch to customer service is a trend that has accelerated in recent years. More recently, the rush to go green has prompted many organisations to look at ways to inspire consumers to behave in a more environmentally aware fashion. And we include a variety of case studies from companies that are managing to maintain their radical positioning.
Staying creatively fresh in an environment where cost-cutting is king will not be easy. But – to quote the father of modern advertising, David Ogilvy — 'Encourage innovation. Change is our lifeblood, stagnation our death knell".
