Every successful product starts with a big idea. McVitie's source of inspiration is its four-strong senior marketing innovations team - the driving force behind its McV a:m morning snacks range which was launched last month.
Led by marketing innovation controller Nicky Vickery, the group includes marketing innovation manager for McV Henrietta Thornton, and marketing innovation manager for Jaffa & Penguin brands Amanda Walker. The fourth post ­ marketing innovation manager for Go ahead ­ is currently vacant.
Vickery explains their weekly routine as best she can: "Is there such a thing as a typical working week? We always start by having breakfast together and agreeing key targets. At any one time we are likely to be working on a number of different projects which are likely to be at different stages.
"Last week included preparing presentations for the innovation panel (the key decision-making forum for our projects), development of consumer insights and propositions on a future project and tasting sessions."
Their work to take a product from concept to shelf is often tougher than it looks, says Vickery: "McV a:m was a fast track launch, taking less than a year from idea to implementation."
McV a:m is just the beginning adds Vickery: "It is the first of our major projects to be taken to launch and there are definitely more to follow."