The power of advertising to adapt itself to a changing environment has been demonstrated at the Australian Financial Review’s Most Innovative Companies. Traditional advertising ideas may be working through challenges, but the industry is wowing people with its creative thinking nonetheless.
Three advertising agencies were ranked in the AFR’s 2017 list: M&C Saatchi at #1 (up 5 places), Leo Burnett Sydney at #4 (up 10 places) and CHE Proximity at #7. The list, created by innovation consultancy, Inventium, defines innovation as as “change that adds value” and was compiled from more than 1,000 nominations in this, its sixth year.
M&C Saatchi topped the list through the innovative thinking its design consultancy, Tricky Jigsaw, whose Fire Blanket for NRMA won Top Overall Innovation and Top Product Innovation.
M&C’s Tricky Jigsaw & NRMA Insurance build a prototype that sniffs for bushfires
Leo Burnett Sydney has been ranked #4 during its 2-year transformation strategy focused on innovation.
Pete Bosilkovski, chief executive officer, Leo Burnett Sydney, commented, “Our unwavering focus on consumer first innovation has transformed our business and the services we offer our client partners. At a time when brands face fierce competition and disruption, we believe innovation plays a critical role in not only keeping brands competitive and relevant, but in helping to future proof their growth, and change the rules of the game.
“The new experience economy is very exciting for us as it’s creating new opportunities for our business and client partners. We are very proud that our company strategy and lateral innovation solutions have being recognised again as part of The AFR’s Most Innovative Companies list for the second year.”
Ideas like Pocket Patrol for Samsung contributed to its rise.
Leo Burnett & Samsung: See beaches’ hazards the way lifesavers see them
CHE Proximity’s Cochlear Hearing Test in Disguise propelled it into the AFR’s top 10, winning Top Marketing Innovation.
Among the other applauded ideas were eBay Australia’s VR Department Store, available as a downloadable app via iOS or Android, and using a new technology developed for the store called SightSearch.
