These are the Top 50 firms submitted by GRIT respondents as the most innovative in the industry. The goal of this avenue of inquiry is to glean insight on the drivers of perception around what makes a firm innovative in order to understand how MR firms are capitalizing on the idea of “innovation” to grow their businesses. We believe that this list, developed by our peers within the industry, is a true measure of how successfully these companies are leveraging this brand attribute…. Discriminant analysis was run to understand how best to predict the profile of respondents who would consider firms as being most innovative. We focused on the most mentioned 15 brands for purposes of the analysis.

[Respondents who selected Affinnova tended to be more open to experimentation and more quantitatively oriented than respondents who did not. Affinnova was also on the 2011 list of innovators.]

Continued on GreenBook.