Mark Whiting

MARK WHITING

Mark Whiting, Director at Added Value and an expert in luxury and brand strategy development, innovation and creativity based on cultural insights. He also runs an ESOMAR workshop on “Measuring Emotions” and is a frequent conference speaker. He headed the Global Research team at Moët Hennessy (LVMH) before joining Added Value in 2010.

How Design Thinking Can Enrich Business and Marketing Innovation

Design empowered innovation combines the best of right and left brain thinking. It has the capacity to deliver better ideas, with more relevance, realized earlier. By focusing on individuals, moments and journeys in ethnography, insights become deeper. By embracing chaos and play in brainstorms, creative teams can explore further. By iterating and early prototyping, ideas become real and develop more rapidly.