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Key reading


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

How an Ogilvy strategist reimagined Pimm's

This event report demonstrates how new strategic thinking from an agency planner led to the development of a brand extension for Pimm's, the gin-based drink owned by Diageo.

Changing gear: How BMW is staking its claim to the luxury end of the car market

This event report looks at how automaker BMW is shifting its marketing emphasis away from its engineering prowess to include the benefits and fun of the technology it now incorporates in its cars.

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.

ADT finds the "So what?" behind big data

This event report addresses how ADT, the security company, is making nuanced use of big data to drive the maximum benefit from its marketing.

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Monique Dolbin


Monique Dolbin
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