Startup companies and how they could potentially benefit brands and agencies have grown to be an industry hot topic, particularly since the launch of initiatives such as Unilever's Foundry, Tune Labs and AIA's Accelerator.
Nearly all (92 per cent) consumers believe that innovation is a corporate responsibility, according to a recent study by Edelman
. But sustaining a continuous cycle of creativity and invention has proven tough for both brands and agencies. The larger and more successful these companies grow, the less hungry, less adventurous and less innovative they get.
Enter startup partnerships
. Brands and agencies
alike have found that working with startups helps keep things fresh and the ideas following. Startups too benefit from having a mature partner backing their venture. However with the market saturated with startups fighting for access to top marketers, finding the right partner is challenging.
Welcome to Campaign Innovate
, a competition organised by Campaign Asia-Pacific and sponsored by Omnicom Media Group Asia-Pacific. This contest is aimed at getting the best startups in front of the brands that need them most. Shortlisted startups will be invited to film an elevator pitch that will be viewed by a member of our judging panel.
So far, our jury includes:
Jeremy Basset, global marketing strategy director, Unilever
Pete Mitchell, director global media innovation, Mondelez International
Arun Verma, managing partner, Tune Labs
Peter Dingle, director of accelerator programmes, nest
Rachel Nathani, founder and brand strategist, Label Ideas & Co
Guy Hearn, chief innovations officer, OMG Asia-Pacific
These judges will offer valuable feedback and are also on the lookout for potential partners. One winner will be unveiled at Campaign’s Marketing Innovation Summit, taking place in November in Singapore.
Along with the priceless opportunity to pitch the judges, the winner will also receive branding and design services, courtesy of Label Ideas & Co.
Each week we will be publishing features aimed at helping startups and the industry navigate the constant upheaval innovation and technology brings to businesses. The series' topics will range from upskilling talent, examining the latest technologies, ideas and business models. It will also discuss ways agencies and brands can better work with startups and vice versa.
Look out for our special Innovation Issue, due to be published end of July / early August.
To participate editorially, write to email@example.com
To sponsor or partner Campaign Innovate, write to firstname.lastname@example.org
(This article first appeared on campaignasia.com )