Johnson & Johnson CMO: Innovation needs to sit outside the bottle

Johnson & Johnson CMO: Innovation needs to sit outside the bottle 650 433 C-Suite Network

How long?

2-3 minutes

Alison Lewis, the global chief marketing officer of Johnson & Johnson consumer division, has little appetite for new flavours and variants but instead wants to rethink innovation as a means to solve consumer problems.

Johnson & Johnson CMO: Innovation needs to sit outside the bottle

“I believe in breakthrough innovation. We innovate to solve problems, which then allows us to push ourselves to not just launch the next fragrance of skin cream or body lotions or the next flavour of Listerine. Our products are getting outside of the bottle, the jar, the pill, to bring much more dynamic solutions to the marketplace, ” Lewis said, speaking to Campaign at the Cannes Lions Festival, about her ambitions to disrupt the market beyond lotions in a jar.

Innovation outside the bottle

The former Coke veteran, appointed as the first global chief marketing officer at J&J just over three years ago, has been busy re-engineering brand building at the health and beauty behemoth targeted around innovation pipeline, building global scale and building key marketing capabilities across all the different markets. Lewis outlined the four ‘Ss’ (along with the 4 Ps of marketing) that are required to build marketing capabilities for the new marketer.

“The modern marketer needs to be a scientist, a strategist, a storyteller, and a socialiser. I’ve made sure we have developed our marketing development curriculum around these four Ss to help us engage and communicate with our consumers and help develop…

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