The Concept Development and Management System: TIPi CMS
Bringing together independently-minded brewers to all innovate in harmony whilst maintaining the strength of their individual identity.
The Challenge
As AB Inbev grew, more local breweries were incorporated into the group. Each had its own strong way of doing things, local brands as well as some that had been identified as having world-wide potential. A central team had been set up to manage innovation globally and as a rosta agency The Innovation People were tasked with creating a system that allowed the national breweries to play to their strengths whilst allowing the central team the ability to manage, input and be totally aware of all projects.
Opportunity
The Innovation People had worked on all the European Brands across many markets so was ideally placed to understand the global picture. The Innovation People worked with the central team and consulted with some local key markets to understand where there were similarities and where redlines existed. Through a careful change management process, expectations were aligned for a new global innovation process to be implemented.
The Solution
The need for local breweries to be able to freely innovate around local brands for which there was local passion was totally understood. The Innovation People created an online intelligent system that took raw ideas and crafted them into concepts to a common template that allowed the author to keep ownership whilst allowing the central team to assess and compare them. The stage 1 concepts were then automatically shared with key individuals across the world and across the spectrum of roles within the company to input and feedback on. Final crafted concepts were automatically categorised and archived ready for research. The system was implemented globally and managed by the Innovation People. The CMS has helped create concepts across the globe from all markets and these concepts have populated the innovation funnel in markets across the world as well as centrally.
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