Warc Briefing: Developing Insights

This briefing offers an overview of the history, theories and key trends related to Developing Insights.

Warc Briefing: Developing Insights

Definition: An insight-led culture is an environment which fosters the creation and exploitation of commercially relevant insights.

Quick facts

  • P&G had five of the top 10 US non-food product launches in 2009i.
  • Apple, Google, Microsoft, IBM and Toyota were named the world's most innovative companies of 2010ii.
  • Fresh insight turned a five-year-old product into $120m of extra revenue for UPSiii.

History and future outlook

When did companies start prioritising insights over research? For agencies, the answer is simple: when clients started demanding it. For advertisers,...

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We’re long-term subscribers to WARC and it’s a tool we use extensively. We use it to source case studies and best practice for the purposes of internal training, as well as for putting persuasive cases to clients. In compiling a recent case for long-term, sustained investment in brand, we were able to support key marketing principles with numerous case studies sourced from WARC. It helped bring what could have been a relatively dry deck to life with recognisable brand successes from across a broad number of categories. It’s incredibly efficient to have such a wealth of insight in one place.

Insights Team
Bray Leino

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