What We Do
• Concepts for existing new products
• Names for new products
• Test and introductory commercials
• New product ideation for you or with your team
When To Contact Us:
You have a new product but
1) Need a concept that scores
2) Want a better name
3) Need a commercial that scores
You need a new product and
1) Want an outside resource to generate new-product ideas and present them to you
2) Would like us to brainstorm with your team to generate new product ideas
3) Want expert help to develop or improve your new-product program
Innova specializes in bringing creative excellence to new-product development.
While we're expert at strategic development, Innova is different from other consulting companies, because of our ability to provide you with creative excellence in concept development for existing new products, naming, test commercials, and the generation of new product ideas.
We know that the only way for you to get an accurate measure of a new product's market potential is to present it to consumers in a way that lets them fully appreciate its primary and secondary benefits. These must be clearly and memorably communicated in how you make your claim or claims and in the name.
The wrong creative work simply doesn't achieve these critical goals. So products that have great appeal may be abandoned, because they don't score high enough to meet your action standards. And products that don't actually have what they need to succeed in the market will provide misleading test results.
Innova was founded by Tom Attea, an award-winning creative executive at some of New York's finest advertising agencies. Over the years, Innova has become a leading new-product development company, serving some of the world's most sophisticated marketers, including Kraft, Unilever, Seagram, Johnson & Johnson, Bristol-Myers Squibb and many other companies.
Our goal is to work with companies, large or small, that have enough experience in new products to know that the right creative work can make the difference between success and failure.
How creative work for new products is different:
Creativity for new products is different than creativity for established brands. It's driven primarily by product news, even when it's for a stylish product that requires some imagery.
Creative excellence consists in presenting the product news with clarity and impact. A clever headline or visual that subordinates the news should never be used. The concept board should feature the news, so consumers can give you an accurate measurement of the appeal of the product.
After all, you're not going to market with a concept board. You're going there with a product.
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