The first edition of the Marketing Innovation Challenge was really successful. A challenge made in partnership with TBWA/Worldwide, a company named as one of the World’s Most Innovative Companies by Fast Company for four years running and has been the agency that developed the disruptive advertising campaign of Apple. From April 20th to 22nd, all participants had the opportunity to experience working as if they were in a real start-up, searching for the best solution for real problems applying the disruptive innovation framework in the marketing field.
Danilo Cascino, Strategy & Innovation Director at TBWA/ Spain describes this first edition as an exciting experience, talking about disruption and watching this generation working on it.
They are the ones who are given the chance and also the obligation to disrupt. Because they are the new generation, every generation comes to overcome the previous one, to bring something new, something bigger, something better. So excited by the energy, excited by the ambition, so that’s what I get from this experience”.
Disruption is not easy, first you have to fall in love with the problem you want to solve. If you fall in love with a solution, it is not the solution to the problem at all, so that’s not a solution at all. It’s always important to have the problem clear. Once you get the problem clear you have to be able to recognize where you actually are not fulfilling today’s market expectation and start moving away from established paths. This is the difficult part, from a Business point of view it’s difficult because probably you have a whole business model based on that. It is not so easy to get rid of it, to break with what you have built.
Even though participants had the challenge to disrupt in a really short amount of time, it was really difficult for the jury to select a winning project. Danilo Cascino told us it was a really difficult decision because all teams were really good at framing the project and had big ambitions. It’s been a really difficult decision, the solutions as well have been very powerful.