How Johnson & Johnson found new ways to feed the innovation pipeline

Johnson & Johnson Consumer Health set out to identify more – and better – innovation opportunities around allergy.

Innovation is hard. Or rather, successful innovation is hard. There’s no shortage of innovation that doesn’t prosper – 80% of all new product development fails, according to Nielsen. So, anything that can improve those odds has to be worth a look.&nb

This is about finding ideas that don’t follow the tried and trusted ideation paths, and therefore are different to what has been generated before. Co-creation involved an ongoing dialogue via a backend where client teams could discuss ideas, which were then moderated into feedback for creatives.