Pfizer: Nicorette Innovation Pipeline

How might we work more collaboratively to accelerate our speed of execution?

Over breakfast, on day one of the first full-team workshop, we were asked a very serious question by the most senior member of the client team; do you have professional indemnity insurance? We smiled in response. We had succeeded before we had started. Our brief was to get the team out of their comfort zone and thinking differently.

Many businesses are cognitively entrenched by legacy culture or short-sighted management. They struggle to ask better questions about their business, let alone innovate. Siloed thinking in large businesses is still prevalent and continues to stifle innovation. Fortunately there are champions for change in these businesses. They make great clients too.

This innovation project was a well resourced, global project. Sense Worldwide diligently analysed volumes of existing data and collected first hand insight from seven markets to understand the trials and tribulations of stopping smoking. We interviewed experts in behavior change. We prototyped, tested and refined ideas. We set out a strategic vision to transform the category, and devised design principles to help roster agencies execute – the products developed from this project are still being launched today.

The greatest victory for this project was unlocking knowledge within the legal team, who are some of the most innovative thinkers and problem solvers we have ever worked with at Sense Worldwide. In bringing all team members together in a lab in Helsingborg, Sweden challenges were thrown down, creative intelligence applied and dots were joined to reduce the speed to market by three years for some of the more groundbreaking ideas.