Lunch Lab. Fresh Thinking. New Ideas. Pizza.

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Despite the 4th quarter chaos, looming deadlines and an inbox full of unread emails, I managed to slip away from my desk to attend The Eicoff Lunch Lab. I mean come on, a person's gotta eat, right?

Matt Cote, Eicoff's VP|Video Innovation, set the tone for his presentation with this thought:

When it comes to innovation, forget the multitude of reasons why something won’t work and believe the one reason why it will.

Innovation seems elusive and complicated, something beyond our control. Also risky, because of a fear of failing, and the fallout from that failure. Being successful requires change, but with change comes uncertainty. Let's face it, none of us are Steve Jobs, creating The Next Big Thing like the brand newest iPhone or what have you. How do we, mere mortals, make innovation happen?

Innovation, Cote explained, doesn’t have to be a big idea homerun like the iPhone. It's simply a question of looking at things differently. As in everything. All the time. It isn’t a department, but rather everyone working together with a common goal: to make the most of every new opportunity to our clients' advantage.

Innovation is at the core of any successful company. Who would have thought that a DRTV Advertising Agency would be finding ways to deliver measurable results via breakthrough technologies like interactive TV, online and mobile video, programmatic/addressable TV? How about a client-customized iChannel? A click-to-buy test on Smart TVs? And what's next?

The question to ask isn't why, but why not.

Lunch Lab is an ongoing series at Eicoff, one of North America's leading DRTV advertising agencies, with presentations and discussions about various topics, from DRTV best practices to what's going on in the advertising industry at large. It's a great way to keep up on the latest, learn something new, etc.

And there's pizza, so...