Innovation and marketing diverge
In 2002 Mark and Tina published our book ‘think!’. Almost immediately people asked for consultancy and workshops about how to think differently. ‘Innovation’ was young and few understood it, we may even have been the first to bring innovation and marketing together.
At that time it felt confusing for a marketing agency to be offering innovation training, so Mark and Tina created a second business called ‘Think!’ to focus on training large, global corporations how to innovate, while Outside the Box (OTB as it became) continued to develop fresh thinking in creative marketing.
Since then, the innovation market has matured. Innovation is now well understood and just as there are Marketing Directors, there are also Innovation Directors driving incremental growth in forward-thinking businesses across the globe.
So, over a decade after innovation and marketing split to co-exist, in 2020 we re-united the two disciplines to become ThinkOTB, the innovation and marketing agency. After all, organisations don’t do marketing unless there’s been innovation. And once they do innovation, they need marketing.