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Key reading

Optus

The Innovation Casebook: Lessons for marketers on creating innnovative campaigns

This report analyses trends from the winners of the Warc Prize for Innovation. It advises brands to make their campaigns "useful" and use social media to drive offline responses, using case studies from Optus, Lifebuoy, Coca-Cola and many more.
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How to innovate effectively

Best Practice paper advising companies to analyse closely the basis of and barriers to innovation.

The science of serendipity

Why instead of lucky, overnight transformations, innovative solutions come out of previous failed attempts.

Brands and innovation

Jean-Noël Kapferer on the importance of innovation – and what to do after an innovation is developed.

Discovering new product opportunities via social media

A standardised method for using social media listening to generate ideas for new product development.


Latest articles

Radical personalisation and visual messaging: the future of digital marketing

This event report considers the consumer-centric practices of new brands and research, asking how 'radical personalisation' works, and what it does for brands.

Deliveroo cracks Hong Kong with data-driven segmentation and customer experience

The article explains how Deliveroo, a UK-founded food delivery service, successfully launched its product in Hong Kong with data-driven segmentation, localization and a focus on customer experience.

The Innovation Casebook 2016: Insights from the Warc Prize for Innovation

This report analyses trends from the winning case studies of the Warc Prize for Innovation and draws out lessons for marketers to develop fresh thinking that can deliver business results.

The benefits of quantifying qualitative brand data: a mixed-method approach for converting free brand associations to a brand equity index

Researchers suggest quantification of qualitative data as an innovative approach to knowledge creation.

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