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Collaboration & co-creation

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Article

This article summarises the insights from a series of key papers addressing collaboration and co-creation, the practice of developing brand insights and other intellectual property through collaboration with external consumers, which can deepen the understanding and future potential of products.

News

COLOGNE: Corporates and startups will form closer working partnerships in future as such alliances become a “strategic imperative” in the quest for innovation, a new white paper has argued.

Article

This article suggests that advertising agencies should focus on attracting small enterprises and personal brands to increase growth.

Article

This event report details how adidas, the sports and lifestyle brand, is ensuring it remains fresh and relevant to consumers.

Article

This event report looks at the use of storytelling to drive all aspects of one online wine retailer's unique business model.

News

SEATTLE: Amazon, in an effort to keep up with rivals, is considering allowing third-party skills developers to access transcripts from Alexa-powered devices, according to reporting by The Information.

Article

This event report looks at the evolution of the BBC’s digital engagement with children via its apps.

Article

This event report outlines how Microsoft, the technology giant, is using consumer feedback to enhance its products.

Article

This event report outlines how Unilever, the FMCG manufacturer, is driving progress by partnering with startups.

Article

This paper explains the concept of New Product Development (NPD) - the process of bringing a new product to market - and how to ensure its success.

Article

In this article, the authors argue that due to the rate of environmental change in business, companies will have to adapt more rapidly than they have in the past.

Article

This article provides three tips for successful brand collaboration which helps find new and unexpected ways to please customers.

Article

This event report outlines Lenovo's approach to content marketing, which revolves around being different and makes use of influencers, crowdsourcing and media co-creation using VICE.

Article

This event report describes how Adidas, the sportswear manufacturer, utilised influencer marketing and dark social to boost engagement internationally through its Tango Squads.

News

NEW YORK: Clorox is among a small number of major brands which have experimented with the use of crowdfunding platforms as a marketing tool to drive awareness, engage consumers and launch new products.

Article

This event report outlines how PayPal, the digital payments platform, has adopted a more customer-focused approach to innovation.

News

LONDON: Some 12% of agency staff in 2016 came from a black, Asian or minority ethnic (BAME) background, according to the Institute of Practitioners in Advertising (IPA), which called on agencies to do more to improve their ethnic diversity targets.

Article

This event report outlines how Boeing, the aerospace group, builds deep relationships with key clients through a Customer Advisory Board.

Research Paper

Based on findings from four in-depth case studies within global brand manufacturers in the fast moving consumer goods (fmcg) industry, this paper develops a framework for understanding the organisational processes that support consumer co-creation within new product development (NPD).

News

GLOBAL: Top executives from Microsoft and Nokia are among the final round of judges Warc is announcing for the 2017 Warc Innovation Awards.

Article

This article explores Mondelēz's embrace of change - in society, technology, demographics, and work - to inform its highly effective marketing, through an interview with CMO Dana Anderson.

Article

This event report outlines how Fiat Chrysler, the carmaker, is seeking to create automotive solutions which truly meet the needs of millennials.

Article

This article outlines how Procter & Gamble, one of the world’s largest FMCG companies, used virtual reality, programmatic buying and data innovation to transform its marketing.

Research Paper

This paper describes the RED innovation platform developed for the International Committee of the Red Cross, a system to manage insight across borders and use information to create solutions to humanitarian problems swiftly.

Article

This article considers a future in which the advertising industry adopts the disruptive innovation of crowdsourcing to generate not just different ideas, but different kinds of ideas - a task for which you need different kinds of people.