Bert Dumars

Young demographic audiences, often described as Millennials or Gen Zers, are fragmenting across a new landscape of affinity-focused media channels built on YouTube including StyleHaul, Machinima, Tastemade, Maker Studios, and Fullscreen or on live streaming platforms like Twitch. Brands ranging from Macy's to Coca-Cola, American Express, and Heineken have moved media spending to these new creative and media production houses and networks to engage with these new consumers. This report helps… Show more

Young demographic audiences, often described as Millennials or Gen Zers, are fragmenting across a new landscape of affinity-focused media channels built on YouTube including StyleHaul, Machinima, Tastemade, Maker Studios, and Fullscreen or on live streaming platforms like Twitch. Brands ranging from Macy's to Coca-Cola, American Express, and Heineken have moved media spending to these new creative and media production houses and networks to engage with these new consumers. This report helps CMOs understand how to engage with these younger audiences through affinity channels and the opportunity for other brands to reach these audiences. Show less

Over the past 24 months, CMOs have started to dedicate more resources to marketing innovation in the form of budget, talent, and labs. In addition to internal efforts, CMOs also lean on agencies to provide outside expertise, experience, and insights to help shepherd the innovation process along. Innovation agencies have developed new innovation processes, talent management, and labs that enhance their ability to help clients accelerate their efforts. This report identifies examples of… Show more

Over the past 24 months, CMOs have started to dedicate more resources to marketing innovation in the form of budget, talent, and labs. In addition to internal efforts, CMOs also lean on agencies to provide outside expertise, experience, and insights to help shepherd the innovation process along. Innovation agencies have developed new innovation processes, talent management, and labs that enhance their ability to help clients accelerate their efforts. This report identifies examples of successful agency and marketer partnerships that have led to transformative marketing innovations. It provides industry best practices for companies to successfully partner with these agencies and create flexible but concrete marketing innovation programs. Show less

The post-digital era is upon us — digital has tremendous impact but no longer lives in its own vacuum of marketing tactics. And this will be another year in which fast-paced technology adoption will shift the marketing landscape, with some platforms witnessing a tapering off of their rapid rise and marketers facing the challenge of what to test in the next groundswell of media-like activity. In this report, we predict that CMOs of consumer-focused companies and the agencies that serve them will… Show more

The post-digital era is upon us — digital has tremendous impact but no longer lives in its own vacuum of marketing tactics. And this will be another year in which fast-paced technology adoption will shift the marketing landscape, with some platforms witnessing a tapering off of their rapid rise and marketers facing the challenge of what to test in the next groundswell of media-like activity. In this report, we predict that CMOs of consumer-focused companies and the agencies that serve them will have to double down on their plays to address consumers' more fragmented behaviors, expect excellent customer experiences, and move to make mobile the hub of their digital experiences. Show less

Marketing innovation labs are all the rage. Companies including Staples, Wal-Mart, Mondelez International, Nike, Comcast, Nestlé, Chick-fil-A, and many more have developed innovation labs to accelerate their businesses. The goals range from driving marketing and digital innovation culture change to creating new business models, products, and services that deliver new revenue streams. This report analyzes the benefits and challenges of marketing innovation labs. It will also discuss the types… Show more

Marketing innovation labs are all the rage. Companies including Staples, Wal-Mart, Mondelez International, Nike, Comcast, Nestlé, Chick-fil-A, and many more have developed innovation labs to accelerate their businesses. The goals range from driving marketing and digital innovation culture change to creating new business models, products, and services that deliver new revenue streams. This report analyzes the benefits and challenges of marketing innovation labs. It will also discuss the types and locations of innovation labs that companies have created to date as well as their goals and objectives. To help you determine if an innovation lab is right for your organization, we provide a road map and best practices for creating your own innovation lab as well as a process to deliver winning results for your organization. Show less

Top CMOs are partnering with their CIO counterparts to integrate new technologies into their customer engagement, commercial, and brand building efforts as consumers rapidly adopt new behaviors and expectations. Companies like Comcast, Ford Motor, and Chick-fil-A have created more streamlined innovation processes to navigate internal bureaucracies and politics, ideate, develop, and launch new marketing efforts faster in order to keep up. This report will provide 1) a model for continuous… Show more

Top CMOs are partnering with their CIO counterparts to integrate new technologies into their customer engagement, commercial, and brand building efforts as consumers rapidly adopt new behaviors and expectations. Companies like Comcast, Ford Motor, and Chick-fil-A have created more streamlined innovation processes to navigate internal bureaucracies and politics, ideate, develop, and launch new marketing efforts faster in order to keep up. This report will provide 1) a model for continuous evaluation and selection of cutting-edge marketing innovations, and 2) information about the leadership and talent capabilities you will need to execute on these programs. Show less

Today's CMOs and senior marketing executives are under intense pressure to deliver innovative marketing programs that find new ways to build brand awareness and stronger relationships with customers. This report provides an assessment tool that enables marketers to identify the organization's marketing innovation culture so that CMOs and senior marketing executives can better manage their organization's marketing innovation efforts. The outcome of this assessment will help benchmark your… Show more

Today's CMOs and senior marketing executives are under intense pressure to deliver innovative marketing programs that find new ways to build brand awareness and stronger relationships with customers. This report provides an assessment tool that enables marketers to identify the organization's marketing innovation culture so that CMOs and senior marketing executives can better manage their organization's marketing innovation efforts. The outcome of this assessment will help benchmark your organization against your peers and provide the strategies for managing innovation based on the existing culture.
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Why Marketing Leaders Must Rethink Their Marketing Innovation Culture

In May 2013, Forrester surveyed marketing leaders to get a pulse on their progress toward building a marketing innovation program and a culture of innovation within their organizations. The results show that most marketers are in the early stages of marketing innovation strategy, organization, and budget development and are pragmatic in their cultural approach. Read this report to understand how marketing organizations benchmark themselves and their maturity when it comes to marketing… Show more

In May 2013, Forrester surveyed marketing leaders to get a pulse on their progress toward building a marketing innovation program and a culture of innovation within their organizations. The results show that most marketers are in the early stages of marketing innovation strategy, organization, and budget development and are pragmatic in their cultural approach. Read this report to understand how marketing organizations benchmark themselves and their maturity when it comes to marketing innovation strategy, organization, and budgets. Show less

Marketing innovation is hard and getting harder. Traditional marketing tools, channels, strategies, and tactics are becoming less effective in the age we live in now — that of the perpetually connected customer, the shift from the funnel to the consumer life cycle, and the impact of digital disruption that dramatically changes the marketing landscape. CMOs must drive innovation velocity across a spectrum of marketing activities at a faster pace than ever before. To be successful, CMOs must… Show more

Marketing innovation is hard and getting harder. Traditional marketing tools, channels, strategies, and tactics are becoming less effective in the age we live in now — that of the perpetually connected customer, the shift from the funnel to the consumer life cycle, and the impact of digital disruption that dramatically changes the marketing landscape. CMOs must drive innovation velocity across a spectrum of marketing activities at a faster pace than ever before. To be successful, CMOs must build a marketing innovation foundation and culture that emphasize a post-digital mindset and encourage and reward employees for bringing innovative ideas to marketing leadership. This report identifies the cultural models CMOs can use to drive marketing innovation velocity and grow their businesses. Show less