The Innovation Casebook 2015: Explore the world's freshest communication ideas

This report analyses trends in the winning case studies of the Warc Prize for Innovation and draws out lessons for marketers to develop their own innovative marketing campaigns.
  • Adopt a 'challenger' mindset, for example by placing limitations or constraints on the resources available.
  • Innovation doesn't require a big media budget and many of the winning campaigns had very low budgets.
  • Successful campaigns are useful and planners within agencies increasingly require an understanding of product development to meet client needs.
  • Using social media can drive offline responses, such as in-store footfall....

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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.

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