By Seb Joseph

Commercial gains are often overlooked for creativity when it comes to innovation but advertisers are wising up to the fact that disruption needs direction to flourish.

Start-ups, accelerators and technology firms are traditionally seen as agents of innovation though brands are now starting to get in on the act too. While disruptive ideas have always been key to a successful business, mounting pressure to do more for less is pushing the likes of Unilever, Mondelez and Telefonica to explore how they can make innovation drive their bottom lines rather than secure column inches.

“Having that business edge gives innovation that direction so Read full story ›

Source: The Drum