THE INTERVIEW - Cream speaks with Astrid Loeff, International media communication manager at Sara Lee about her approach to innovation.
What is your definition of good innovation?
Good innovation is the creation of something people value, uses technological feasibility and is applicable in both physical and mental contexts
How do you foster a culture of innovation within your team?
Marketers should have time and tools to achieve company and personal innovation objectives.
What is the biggest barrier to innovation?
Money, mentality and (sometimes) management
What is the single most innovative piece of work that you have been involved in from the past 12 months?
Still under construction and to be disclosed shortly....
What was the biggest challenge of the past 12 months?
Keeping a positive focus while the whole production chain suffered from the economic downfall.
How do you ensure a good mix between using tried and tested (and measureable) marketing techniques and venturing into new, uncharted territories?
Changing the KPI's of accountability of the marketing investments gives room for exploring new territories.
Which brands (apart from your own) do you admire for their innovative approach to marketing/business?
Easy: Apple with their innovative hot stuff and Google with their audience-centric business development.
Are there any brands/sectors that you think present particular challenges when it comes to incorporating innovation? Or any brands that you would like the challenge of working with?
Brands in whatever line of business which used to thrive on brand loyalty need to re-define their consumer connections. I see a challenge in the combination healthcare products and senior target audiences. With the current aging of populations, this fast-growing majority offers a challenging potential for smart tailored marketing communication techniques.