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For Innovation, Think Startups

Bill Duggan, ANA

Brands work with the startup community in the advertising and marketing space for many reasons – for access to new capabilities, to get fresh thinking, drive innovation and more. Meanwhile, the corporate world provides startups with exposure and potential funding. 
Startups can offer an approach not available from more established companies. Marketers are working with startups in areas including social media, content development, research/analytics, mobile and promotion. Startups can also provide efficient solutions for brands as they can bring a low cost “innovation jump start” to corporate America.
It has been widely reported that Kimberly-Clark – makers of products including Huggies and Kleenex – attends CES to meet with startups to expose its brand marketers to “startup thinking” and to solicit ideas that could potentially be commercialized.  They have done that via the company’s Digital Innovation Lab.
Over the past few months ANA has been working with the Consumer Technology Association on both qualitative and quantitative research to better understand how brands are working with startups. We’ll share that in Las Vegas via our conference track “Brands Working with Startups.”  This will take place January 6-7, 2016, at ARIA, which is the official headquarters for C Space, the CES program for creative communicators, brand professionals and digital advertisers.  We’ll feature speakers from Google, Mondelez International, Prestige Brands and Warner Bros. Beyond the ANA conference track, startups will also be on display in the Eureka Park™ Marketplace, the flagship startup destination at CES.
For innovation, think startups. I look forward to CES in January.