At Related, we always try to challenge the status quo – by e.g. asking ourselves a series of questions. This could be whether we are doing something because it worked in the past or because it is the best in the given situation, whether consumer behaviours have changed recently, and whether a campaign is in line with the latest research and trends. This, combined with our long experience and a healthy dose of curiosity, is what we define as our innovation process.
Working in marketing, PR and communication means constantly chasing a moving target. Trends shift. Expectations evolve. And attention spans? Let’s just say consumers don’t sit still for long. That’s why innovation isn’t just a department at Related — it’s a way of working that informs every activity and campaign we create.
It begins with data
Before we sketch a concept or write a single line, we dive into insights. What are consumers searching for – and how? How is their current behaviour? What’s working, and what’s not? What is happening in the industry? These insights help us spot patterns, gaps, and opportunities. But we don’t stop at the numbers. We talk to people; we explore the various opinions we might encounter both inside and outside of our offices. Because innovation happens when data meets experience.
Innovation is a team sport
For us, innovation happens in dedicated workshops lead by our innovation experts – but it can also be at the coffee stand, and in spontaneous “what if we tried this?” moments. We often bring strategists, creatives, and everyone in between into the process early. And it is not just a senior-team-members-only-thing – our interns also chime in with their fresh and at times provocative perspectives.
Sometimes the best ideas come from the least expected places. Just the other day, one of our senior copywriters made a solid point about how the digital flow of a campaign could be. And because of that, we changed several steps strengthening the entire campaign concept. That’s the magic of mixing perspectives.
Formats that go beyond the feed
We’re known for developing new campaign formats that blend the digital and the physical —formats that consumers remember long after they’ve simply scrolled – or strolled – past.
Whether it’s an interactive storytelling experience, a pop-up installation in a city square, or a hybrid campaign that connects online curiosity with real-world exploration, we’re always asking: How can we make this more engaging? More human? More fun?
And that is one of the key features and outcome of our innovation process – never settling with what might be the easiest solution or taking the obvious for granted.
What we have learned
A lot! But a few things stand out:
Everything starts with insights – a campaign might hit the mark when based on gut feeling, but without incorporating insights from the beginning, it’s more likely a matter of luck.
Involve everyone – innovation is an intangible thing and difficult to put into form, so all team members can and should contribute – from CEOs to interns.
Stay curious – some of our best ideas came from “what if?” or “have we thought about it in this way?”
So what’s next?
We’re currently exploring how AI, personalization, and immersive tech can help us shape the next generation of campaigns. But no matter the tools, our approach stays the same: insight-driven, people-powered, and always a little unexpected.
