Everyone already knows that, in any business, there is no progress if there is no innovation. Easier said than done. If the introduction of innovation and development of a category involves changing consumer habits, everything changes into a twilight zone of every advertiser. How can we bring in innovation? Should we only deal with our brand and how do we change oldfashioned categories? How can we innovate on a constant level?...
Lejla Dautović Čaić
Atlantic Group, Marketing Director (Croatia)