Innovation, along with the power of execution, is constantly heralded in the business media as one of the cornerstones of business strategies and growth. But how do you attain it. Industries differ in their inherent capacity for innovation. It’s an art form that requires both a culture fit and a set of processes that see business ideas thrive to become profitable initiatives and products giving new life to brands and to the bottom line.
Advertising agencies should be naturals at doing this given their focus on what consumers are looking for. But unfortunately they are more concerned in the day to day of running ads. “Today’s agencies must become more open in everything they do, we need to leverage our uniqueness when speaking to consumers and come up with other innovations besides simply ads to impact our clients. ” states Roberto Ramos, President & CEO of the vox collective, a full service communication agency that comes up not only with campaigns but also with product and business ideas for clients.
The vox collective worked very closely with Regatta USA and Kohl’s to come with a clothing line for model and television personality Daisy Fuentes. The agency leveraged its extensive knowledge of the retail and female market, as well as the growing Latino market to come up with a business plan and relevant communications to launch this brand. It is currently the biggest private label brand at Kohl’s, expanding into categories such as accessories and home décor.