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Home > Tools > WareAbouts
Many obstacles to project success stem from the fact that innovation has traditionally been a top-down process, the provenance of an elite minority that may be out of touch with practical realities like budgets and time-constraints. Opening innovation to a large, diverse group is the aim of group intelligence technology, which anonymously captures and organizes ideas that emerge from a virtual meeting of minds — inside and outside an organization.
The advertising business is hard-charging and competitive, perhaps nowhere more so than at GSD&M Advertising, a full-service marketing and advertising consultancy based in Austin, Texas. “We compete with the big wigs on Madison Avenue, and we’re often going up against those companies in bidding for new business,” says Tiffany Miller, manager of primary research in the firm’s analytic solutions group. Finding an edge that helps differentiate the firm’s services is tough. “We need to take our clients’ message beyond TV, radio and print. Even on the Internet, it’s hard to find ways to get a message out there to the younger generation,” Miller says.
Recognizing that advertising executives haven’t cornered the market on savvy and smarts, the agency recently turned to group intelligence technology to help it harness initiative and collaboration. “This allows us to put our heads together with all kinds of smart people, especially when it comes to defining the generations and knowing how to tailor our messages to various demographics,” Miller says.
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