Keynote: Using innovation to be a pet food “David” within a “Goliath” — Tom Fishburne, a consumer goods marketing expert who creates cartoons under the name Marketoonist, will explain how pet food “Davids” can compete against “Goliaths” using innovation — or to remain innovative Davids even within a larger, Goliath-like pet food company. He will share tips for transforming ideas into new products and ways to build a culture that champions creativity. These elements are particularly important in a highly competitive market like pet food. In the presentation, Fishburne will also use his cartoons to illustrate important concepts for innovation.
Fishburne is the founder of Marketoonist, a marketing agency focused on the medium of cartoons. He started drawing cartoons on the backs of business cases as a Harvard Business School student. His Marketoonist series began with an emailed cartoon to coworkers in 2002, growing by word of mouth to reach a few hundred thousand marketers every week. His cartoons have been featured in the Wall Street Journal, Fast Company and The New York Times, and have twice appeared on billboard ads in Times Square and helped win a Guinness World Record. Fishburne draws (literally and figuratively) from 20 years in the marketing trenches in the U.S. and Europe, as interim chief marketing officer at HotelTonight, marketing vice president at Method Products and brand management professional for Nestle and General Mills. He is the author of “Your Ad Ignored Here: Cartoons from 15 Years of Marketing, Business and Doodling in Meetings.” Cartoonist-in-residence and guest lecturer at the Stanford Graduate School of Business, he also delivered a TED talk on “The Power of Laughing at Ourselves.”