In APG|SGA’s innovation processes, creativity and freedom are combined with structure and organisation. This modular model for success encompasses all the relevant phases of innovative product development, ensuring that new offerings quickly pay off for our clients in the market.
Explore: Identifying trends – recognising opportunities.
Through dialogue with clients, agencies, strategic decision-makers and advertising research organisations, we identify and analyse the needs of the advertising market. Through market scouting, we identify relevant trends for the advertising market and derive opportunities from them, in order to align these with the areas of innovation and the APG|SGA strategy, and to determine the next steps.
Ideate: Creating, developing and fostering ideas.
Drawing on market needs and trends, interdisciplinary teams – working alongside universities, start-ups, developers and others – formulate new ideas during intensive workshops and discuss them with customers and partners. The feedback gathered from these sessions forms the basis for market-relevant adjustments before work begins on the detailed development of the new products. Involving customers and partners right from the start is a top priority for APG|SGA, ensuring that customer needs and market relevance remain the constant focus.
Validate: Explore the market, build and test a prototype.
In the next step, the innovation teams develop the prioritised ideas into prototypes in order to test them on the market. Adjustments and fine-tuning are carried out on the basis of customer feedback, with the aim of demonstrating potential market viability at the earliest possible stage and meeting the needs of customers and partners.
Incubate: From prototype to market-ready, with feedback.
The customer-centred prototypes are now being developed into pilot projects or Minimum Viable Products (MVPs) and tested in key regions. Feedback is now coming directly from the market, providing the basis for further adjustments. If the idea proves successful on the ground, it moves on to the next stage.
Accelerate: Developing and informing the market.
Once the pilot phase – also known as the MVP phase – has been successfully completed, the roll-out can take place across the wider market. Sales activities will now begin, marketing and sales teams will be put in place, and the roadmap will be defined.
Scale: Penetrate the market and scale up.
Following successful market development, the new products will be transferred to the relevant business units to manage sales and marketing for the market launch – including the ongoing development of the new solution.
