Enterprise B2B Product Innovation

Products as marketing or “Thingvertising" is creating more visceral connections between brands and their audience. With useful things. Fun things. I built the Product Innovation (Pi) team at B2B agency gyro, SF to inject a culture of product development in every employee. A few of the key pieces of work in this initiative created with a hyper talented team.

HP Reinvented Trophy

For a brand that touts reinvention, a trophy for "best marketer" needed to be reinvented from the ground up.  The trophy is made of magnetic parts that allow recipients to reinvent it in as many ways they can imagine. 

40% of the successful work at Cannes was "Products as Marketing"

DELL Dept of YES can

The IT guys could say Yes to all requests, thanks to Dell Security. The can was created to support the Dept of Yes campaign. ACD: Toby Peterson

VISA Crush Your Problems API Wall

Customer's could tell their problem. The wall would suggest an app made with the right VISA API and produce a demo. Phase 1 was implemented at Money 20/20. As Visa introduces more API's, the wall will offer more solutions.

Less than 2% of agencies are equipped for a culture of building things.

INTEL Face Traffic

Foot traffic is important.  Even more helpful is knowing who is visiting, and how they're feeling. To demo Intel's power in retail, we prototyped a unit that could read faces with the Intel Edison chip and Watson API.  

SXSW Panel Series

Part of the PI initiative was sharing our process at venues like SXSW, coaching clients, and getting feedback from thought leaders. 

Pi Workshop Series

Over the course of the year, everyone at the agency was invited to 6 design thinking workshops to build products from scratch. From brainstorming, testing, rapid prototyping to branding and packaging. 

The Team

Vinit Patil, Dir Product Innovation/ Shubhi Agrawal, Strategy/ Nei Caetano, CD Art, Isabel Lumsden / Ronny Northrop, ECD

Products innovation in marketing can augment the traditional approach and media choices. If you are interested in our playbook, let's  get in touch