Rachel Bristow, Sky Media’s director of client partnerships & collaboration, said: "New thinking is an admirable concept but it does have its drawbacks, as we all know from experience. It takes considerable time, focus and energy, all of which has to be either diverted from elsewhere or conjured up afresh.
"It also has a strong tendency to trample on toes, pet projects, prejudices, assumptions, old habits and convenient ways of doing things. And the most frustrating thing of all - it doesn’t always work out as planned."
Bristow continued: "So by definition new thinking is disruptive, and businesses and individuals need courage to pursue their bright ideas. However when the lightbulb moment is given power, it sparks debate and energises decisions. Suddenly you find that everyone’s engaged and stimulated: not just switched on, but connected too.
"At Sky Media we believe in the power of new thinking, and want to celebrate and acknowledge those who also believe in better. Great ideas and fresh approaches lead to progress and success, and we’re proud to be a part of these awards."
Rachel Barnes, editor of Marketing, added: "The New Thinking Awards were a highlight in our calendar last year and 2016 promises to be even better - with an incredible line-up of 20 of the UK's leading marketers. To have Sky Media partner the Awards for a second year is fantastic and underlines our shared vision for where the future of marketing lies."
To find out more please visit the Marketing New Thinking Awards website.