Product Innovation for CPG Brand Marketers - Virtual | School of Marketing | ANA

Product Innovation for CPG Brand Marketers - Virtual

Seats are limited and confirmation of attendance will be required in advance of the session.

According to a November 2023 McKinsey report, eight in ten surveyed CEOs report new-business building as a top five priority. Leaders in the Consumer-Packaged Goods (CPG) space recognize that innovation will make or break the future of their business – and product innovation, in particular, represents a key component of a company’s growth strategy.

In recent years companies have experimented with a variety of models for longer term innovation activity including dedicated teams working inside the company or in a separate entity, startup accelerator partners, and venture studios. But CPG companies differ from other industries because consumers expect them to regularly deliver new products to the market. This type of shorter-term innovation is frequently overseen by brand marketers.

In this introduction to innovation workshop, we introduce brand marketers to the standard innovation processes, starting with developing an innovation brief and moving from insights to ideas to prototyping and testing concepts. It will introduce topics including human centered design, collaboration with R&D and Design, tools for validation, transition to commercialization and how to partner with innovation agencies.
This workshop will include individual, and team exercises as well as case studies, to support the adoption of the principles being taught. Participants will walk away with an in-depth grasp of the basic principles and terminology of product innovation so they can successfully lead an innovation project for their brand.

Target Audience
This workshop is ideal for brand marketing leaders who oversee innovation as part of their overall remit as well as mid-level brand marketers who are responsible for developing and launching short to mid-term product innovations such as line extensions. It is also relevant for marketers who may want to transition into an innovation specialization.

Download the full benefits here


  • Introduction (5min)
  • Setting the Stage (15min)
  • Front End Innovation (FEI) & the double diamond (30min)
  • Getting started with innovation (5min)
  • BREAK (5min)
  • The Innovation Question (35min)
  • FEI Process: Drill Down (45min)
  • BREAK (5min)
  • The Stagegate Process (10min)
  • Working with Innovation Agencies (5min)
  • Closing (5min)



when

Start: Tuesday, July 1, 2025 at 2:00pm

End: Tuesday, July 1, 2025 at 5:00pm

WHERE

Virtual Workshop (Eastern Time)

Registration Pricing

Client-Side Tier Platinum Tier Gold Tier Silver Tier Nonmember
Registration
Product Innovation for CPG Brand Marketers - Virtual Client-Side Tier $0 Platinum Tier $0 Gold Tier $199 Silver Tier $299 Nonmember $399

Instructors

trainer

Rachel Gordon

Rachel Gordon is the Founder of Triple Agent, an agency she created to help ambitious industry leaders create internal structures and repeatable systems for successful long-term innovation, enabling them to uncover market opportunities, build innovation capability and position themselves for large-scale growth. Rachel is a global citizen whose deep expertise and innate curiosity make her a trusted partner to C-suite leaders in Fortune 500 companies and scale-up founders. In her 20-year career as an innovation practitioner, she's led initiatives across Europe and North America in-house and as a consultant. Rachel’s experience includes work with: ABInBev, AstraZeneca, Danone, General Mills, Harley-Davidson, Nestle, PepsiCo and Virgin.

Rachel’s role as a growth and innovation advisor has included coaching intrapreneurs using the principles of agile and lean startup as well as developing enterprise strategies for how innovation teams should utilize AI. She is currently the host of the podcast, “Faces of Innovation,” where she interviews dynamic innovation practitioners working across corporates, consultancies and venture studios. Rachel has lived in the UK, Germany, France and Italy and today is based in New York City.