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EssenceMediacom Retains Lidl Ireland Account
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Virgin Media Secures Parkside by Lidl as Sponsor of The Salvage Squad
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Folk Wunderman Goes Full Lidl with New Campaign for Retailer
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MediaCom Ireland Appoints Manuel Yoacham as Business Director
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Opinion: Three Steps to Delivering Innovation
May 14, 2021
The role innovation plays in marketing is hugely important but we need to clearly define what innovation means for it to be widely embraced, writes Manuel Yoacham.
Innovation in marketing and communications means so many things to so many people, that ultimately there is no consensus on what constitutes true innovation. The obfuscation of the meaning often has a negative impact on marketing activities. Meaningful innovation cannot be agreed upon.
Good ideas and great ideas get thrown out, bad ideas often boil to the surface, and the role innovation plays within a marketing mix and its contribution to the bottom line, gets lost. Agencies and brands need to define innovation, and the measurement for success of innovative ideas.