When it comes to innovation, where do you see the strengths of Central European companies in international comparison?
They have their house in order meaning they deliver on time, on promise and have a flair for quality. These are aspects many companies struggle with and thus may be fantastic at innovation but very poor at operations.

How innovative is the “Old Europe”, in which area are we one step ahead of other nations?
I’d actually say that Old Europe has become more and more innovative over the past years. Denmark is leading the sustainable, design and pharmaceutical innovation, Germany more and more fashion and cosmetic innovation, Holland – financial and electronic innovation, Austria beverage innovation etc. I’d say the region in many ways is ahead of many countries – mainly because they’ve already secured experience within those fields and thus due to their insight are “one step ahead”.

What do you think are the three success factors for innovative firms?
To adapt incredibly fast.
To use the users as innovators and engage them in the entire development process.
To utilize our senses – and understand how they play an amazing role on our non-conscious mind.

Which company has inspired you during the last two years in the period of the financial crisis?
Natura

How “social” are innovations? Are companies right to emphasize on “Social Media” so strongly?
They have no other choice as social media without any doubt will turn into a serious advertising weapon within the next couple of years (it isn’t now by the way) and thus this is the time to learn while the game still is in slow motion.

Which current trends will we be laughing about in five years from now?
That Twitter is the next advertising hub, that the Apple brand always is perfect, that 83% of all communication only appeals to 1 of our senses.

What are the biggest challenges for marketing and sales directors in the coming years?
To hand over the brand to the consumer – for them to manage.

Where do you find inspiration for new ideas?
By observing consumers day and night – I live, breath, talk, observe, interview consumers at least 3 days a week in at least as many different countries per week. This is where the foundation for our next brand trends occurs.

What can we expect from you at the Marketing & Innovation Forum Europe 2011?
To be surprised, provoked, shocked… and entertained. But most importantly to begin a thought process on your way home which might change your view of communication for some time