In the first episode of AANA’s Marketing Dividends program for 2016, head of Virgin Mobile Australia David Scribner says innovation must be on the board agenda to ensure adequate investment for future orientation.
Joined by Commonwealth Bank group executive of marketing and strategy Vittoria Shortt, the top marketers discussed the value of innovation, the pressure for short-term growth and the value of risk.
Both guests also discussed the benefits of ‘Silicon Valley Tourism’ and the value of having their teams experience the learning to ensure innovation is implemented.
Shortt explained marketing’s role in the CommBank innovation labs, which play a vital role in bringing together teams across the business, along with customers, to develop tools and techniques for new products and to improve the customer experience.
“The emphasis is to create a culture of innovation across everyone in the organisation. It’s all about getting the team to learn, pivot, take what works and keep pursuing the innovation agenda,” Shortt said.
Sky News deputy business editor Nadine Blayney and CEO of MEC James Hier jointly host the new 10-part series, reformatted to be a more interactive show.
Watch the full episode below.
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