The combination of slowing economic growth and high volatility creates a dual challenge for businesses. We need to look for growth in different ways. So we need to think differently about how we approach future innovation.



Innovating in Everyday Categories

A Conversation with Ahad Afridi, Yildiz Holdings

Ahad Afridi is the CMO/Brand Advocate of Yildiz Holding, the Turkish company that owns the biscuit and chocolate company Pladis as well as a number of other businesses. Pladis has annual revenues of more than $5 billion, and employs 26,000 people worldwide. The parent company, Yildiz Holding, is second by worldwide revenues in the sweet biscuits category, and seventh by revenues in the chocolate category.

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At the New Rules of Innovation Event held on March 14, 2017, Kantar Futures shared its four business model archetypes:



Followed by a panel discussion featuring:

  • Helen Bass, Consumer Planning Director, Europe, Diageo
  • Ben Welch, Head of Strategy, Macmillan Cancer Support
  • Elaine Rodrigo, Chief Officer, Strategy and Insights, Danone
  • Ahad Afridi, CMO, Yildiz Holding
  • Adam Gale, Web Editor, Management Today