One of the main principles every leadership team should stress is that the cultures not willing to embrace and test innovative foundations eventually will be the ones left behind. More than any other factor, creativity flourishes when people feel empowered to share their ideas without fear of criticism.
That’s why when it comes to technologies like artificial intelligence (AI), Aaron Henry stresses to his team that cross-functional collaboration in areas like this enhance both ideation and workflow.
“I want my team to step outside marketing echo chambers and draw inspiration from global tech, entertainment and cultural trends,” says Henry, founder and Managing Director at Foundeast. “We are always bringing fresh perspectives to our work. Innovation stagnates without continuous learning. I push my team to stay ahead by investing in training, encouraging attendance at events across different industries and supporting a culture of knowledge-sharing.”
Foundeast, an international marketing firm that supports Fortune 100 brands in the U.S. and Southeast Asia, has earned a reputation for dissecting real-world campaigns—what worked, what didn’t—and applying those lessons to its own strategies. “We are always ensuring that we are learning from these real-world experiences and avoiding pitfalls,” Henry say. “Remember, structure provides clarity, but too much of it can kill creativity. I leave room for experimentation by allowing our team to test bold ideas within a flexible framework. If an idea helps meet our goals, we integrate it into our playbook—if it doesn’t, we pivot quickly.”
For the past 15-plus years, Marie Hoffman served as as expert in translating complex technology concepts into actionable marketing strategies. Today, as the Head of Marketing at Reality Defender, she is helping the pioneering deepfake detection company innovate marketing efforts. One of the most successful strategies involves cross-functional ideation sessions, where bringing in varying perspectives from product, sales and even customers has proved vital.
“We use structured brainstorming techniques like, ‘How might we,’ exercises and reverse thinking,” Hoffman says. “I’ve found that creativity flourishes when we step outside our marketing bubble and make time for inspiration through regular exposure to adjacent industries and technologies. Continuous learning is the foundation of innovation. We implement a peer-to-peer knowledge sharing program where team members present new trends, tools, or case studies monthly. I allocate a budget specifically for learning experiences beyond traditional training — this includes conference attendance, relevant subscriptions, and time for experimentation with new platforms.”
One of the backbones of her process is enabling flexibility, not restricting it. “You can’t manage what you don’t measure. We establish clear frameworks for core marketing functions—campaign development, content creation, measurement and beyond — but build in deliberate space for iteration and creative exploration. Our processes include explicit ‘innovation checkpoints’ where we pause to question if we’re approaching problems in the most creative way possible.”
In the end, the process works when you start by modeling the behavior you want to see. Demonstrate vulnerability. Celebrate learning from failures. Champion bold thinking. “You have to create psychological safety so your team feels comfortable sharing unconventional ideas,” Hoffman says. “Most importantly, connect innovation directly to business outcomes so it’s viewed as strategic rather than superficial. Innovation thrives when it’s recognized as essential to growth, not just a nice-to-have.”
The journey toward a culture of innovation isn’t about implementing grand initiatives, but by nurturing an environment where curiosity thrives, failure is embraced as learning and diverse perspectives are actively sought out. By focusing on these fundamental elements, brands can transform how they approach challenges and unlock creative potential that delivers meaningful results.
Want more insights like this? Dive into The Noodle, Vol. 15 Issue 2 for fresh perspectives on marketing, technology, and creativity. Read the full issue here.
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