This is certainly not the first year that predictions have called for “the year of innovation”.  We have seen that sentiment before, particularly as it relates to marketers demands of their agencies.  But what I found encouraging in the AdAge article, is that now companies are also looking for innovation within their own organizations.  

In the consulting business, we have experienced many assignments where clients are looking for agency partners that can bring new ideas, particularly social media to the table.  Accountability and measureable results have also been the requirements.  But what became very clear is that most client organizations were not set up to accept or implement those ideas.

 
I like the top three priorities that the CMO’s interviewed gave:  “effectively maximizing the marketing budget, developing a culture that fosters and supports marketing innovation and optimizing the structure of my marketing organization for agility/adaptability.”

Let’s hope we see it in 2011!