[caption id="attachment_737153" align="alignnone" width="699"] Innovation, like everything else over the past year, has had to evolve. Many brands have been forced to accelerate the launch of new products and services in response to changing consumer behaviour, and innovation processes and pipelines have been altered to meet changing demands.[/caption]
"It is going to be a watching brief in terms of how this plays out over the coming months and how we settle because the new normal is that you can't expect trends to be certain over a period of time," said Karen Scott, senior innovation director at PepsiCo talking at the Festival of Marketing.
"We need to figure out how we stay reactive, living in the moment and planning on a much shorter cycle as we're going to have to get used to a very different way of working."
Scott was talking on a panel alongside Huawei's global chief brand officer Andrew Garrihy and Kimberley Gardiner, vice-president and CMO at Mitsubishi Motors North America. They discussed how their approach to innovation has changed and what they'll be focusing on in the future to drive growth and emerge stronger.