When is innovation just a gimmick and when does it drive growth?

Rosie Baker
By Rosie Baker | 11 April 2017

Innovation is the lifeblood of business but often it can seem like a gimmick rather than genuine business opportunity.

So often an ‘innovative creative idea’ is slammed as being scam work, designed to win awards not change a business or deliver returns.

In apanel at the Media + Marketing Summit, Joanne Jacobs, managing partner of innovation agency The Disruptor's Handbook, Tom Kelshaw, director of innovation at Maxus New York, Fairfax Media’s chief development officer Matt Rowley and founder of Sydney-based mobile agency AFK James Sugrue will shine light on how to make innovation pay.

Jacobs is a digital strategist and company director who spends her days advising businesses on digital change management, rapid innovation prototyping and disruptive business development. And she’s on the board of Code Club Australia.

Rowley leads the commercial innovation division at Fairfax, a traditional media owner grappling with how to remain relevant and future proof its business model.

Kelshaw, based in New York, formerly led Maxus Metalworks in APAC and now leads its innovation division. He's worked on brands including Qantas, Suzuki, Apple, Coca-Cola and Diageo.

Sugrue, founder of mobile innovation agency AFK, the current AdNews Small Independent Agency of the Year, is an entrepreneur, innovator and technology evangelist. His agency works to provide cutting-edge, futuristic and forward-thinking digital strategies across mobile. 

Also at the Media + Marketing Summit:

Google Australia managing director Jason Pellegrino is set to give the closing keynote of the day, a fireside chat with NewsCorp's Nicole Sheffield. 

Early bird tickets are available now – if you buy tickets now you can save $189

Mark Ritson is delivering an all-new, exclusive presentation where he will walk you through the nine circles of marketing hell in a presentation inspired by Dante's Inferno.  

"Any marketer that opts for the lunacy of 'digital first' communications enters a veritable hell of confusing metrics, murky supply chains and outlandish claims. In my talk for the Media + Marketing Summit I examine each and every dark corner," says Ritson.

Early bird tickets are available now – if you buy tickets now you can save $189

There are many more speakers to be announced.

Speakers include:

  • Harry Lowes, general manager of one to one marketing and loyalty at Telstra
  • Jenny Williams, CMO of HCF
  • Brent Smart, Chief Marketing Officer of IAG
  • Katy Rigg-Smith, CEO, Mindshare
  • Jo KellyChief Marketing Officer of Ubank
  • Simon Reynolds, VP of marketing at Airtasker 
  • Paul Brooks, CEO, Carat Australia and New Zealand
  • Tom Kelshawdirector of innovation at Maxus New York
  • Mark Ritson, Associate Professor of Marketing at RMIT
  • Jason Pellegrino, managing director, Google
  • Sam Hegg, Chief Strategy Officer, Carat Australia
  • John Miskelly, Chief Digital Officer, GroupM Australia & New Zealand 
  • Clint Parr, Head of People & Culture, Clemenger BBDO Sydney
  • James Sugrue, Founder, AFK 
  • Matthew Johnstone, Author, Illustrator and Ambassador for Tonic Health Media 
  • Jodie Sangster, Chief Executive Officer, ADMA
  • Joanne Jacobs, Managing Partner, Disruptor's Handbook

The newly launched Media + Marketing Summit places more focus on client side marketers recognises the broader media and marketing landscape and the big picture issues affecting both clients and their agency partners.

Early bird tickets are available until tomorrow (12 April) If you buy tickets now you can save $189. 

Confirmed sessions include:

  • Recalibration: big Ideas and Creative Flair: Advertising media's constant metamorphosis presents an enjoyable challenge for most marketers, and getting to grips with it continues to fascinate us. However, some argue that a return to the basics of mass marketing – big channels, big ideas, gut instinct and creative flair – is needed to really harness the true power of a brand. Is this true, or are we pandering to a nostalgic idea? 
  • Will a Robot Steal Your Job? How do we future proof the media and marketing discipline and recruit for roles and challenges that don't even exist yet? Is automation a real threat to jobs? How do we tackle a talent shortage and better recruit a more diverse and dynamic talent pool? 
  • Innovation: Gimmick or genuine growth driver: Innovation is touted as a key driver of growth, but when is it a genuine opportunity and when is it a distracting gimmick? How do marketers and agencies make sure that innovation translates into growth and opportunity, rather than becoming a diversion from core business and real profit drivers? 
  • Data & Analytics in a Post-Truth World: Are the numbers adding up? In a world of alternative facts, fake news and metrics mistakes, whose numbers can be relied on? Do marketers really have a genuine picture of who an Aussie consumer is? When we're moving to an attention-based environment, is it time to construct a post post-truth world?
  • Health and Well-being Session - Presented by Tonic Media: We all know that people are key to business success and good quality marketing, but it's getting ever harder to balance life in the fast-paced media world. In this well-being 'psych-up' session Matthew Johnstone, ambassador of Tonic Health Media will teach you how to manage stress in a busy media environment and help you and your teams build resilience, find balance and develop mindfulness.

We're also taking the Summit to Melbourne for the first time in August. You can expect a line up of top brands and agency execs speaking on a diverse range of panel debates on topics affecting everyone in media and advertising, as well as a dynamic keynote speaker. The Melbourne event is 2 August at the Australian Centre for the Moving Image, in the heart of Federation Square. You can buy tickets now .

Carat is the event's Presenting Partner, along with support from Fairfax Media, The Trade Desk, Tonic Health Media. Rakuten Marketing and Tribe will lead the FastFront sessions, showing off the latest developments from their businesses .

Have something to say on this? Share your views in the comments section below. Or if you have a news story or tip-off, drop me a line at rosiebaker@yaffa.com.au

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