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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.

News

CHICAGO: Tyson Foods, the food company, is generating invaluable insights about innovation by using a Tinder-like app that asks consumers to swipe left and right on potential products, rather than prospective romantic partners.

Article

This event report addresses how Tyson Foods is using new technologies to spur innovation, control costs and speed the activation of insights.

News

CANNES: Operating as a “brand in beta” has yielded major benefits in terms of relevance, consumer engagement and driving sales for adidas, the sporting and lifestyle goods manufacturer.

Article

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

News

LONDON: Views on what constitutes marketing “innovation” vary, but four themes, ranging from the facilitation of brand purpose to disruption of category norms, are evident in a new WARC report.

Opinion

The advertising industry, and its awards, celebrates only success - forgetting the failures from which we could all learn important lessons, argues Gareth Kay.

Article

This report analyses the key themes and summarises the winning case studies from the WARC Innovation Awards, and presents the views and opinions of the 25 judges.

News

SYDNEY: Optus, one of Australia's biggest telco brands, is encouraging teams to take "calculated risks" to drive innovation in a traditional but highly competitive category, according to a senior marketer at the company.

Article

This article explores how Optus, a major Australian telecommunications company, is adopting an innovation mindset for its marketing in a highly competitive but often slow-moving category.

News

SYDNEY: Goodman Fielder, the owner of 33 well-known food brands in Australia and New Zealand, is re-orienting its marketing in response to ever-faster consumer cycles, according to a senior marketer at the company.

Article

This article outlines the principles behind innovation at Goodman Fielder, which owns 33 well-known brands in the bread, dairy, poultry and grocery categories across Australia and New Zealand.

Article

This article summarises the insights from a series of key papers addressing category disruption, which occurs when a disruptive innovation creates a new market and value network within a category, displacing market leaders (such as Uber in the taxi market and Airbnb in the accommodation industry).

Article

This event report provides details of research conducted by McKinsey, the management consultancy, regarding the business impact of creativity.

Article

This article highlights how improving product and service innovation can better the customer experience.

Article

This event report explains how Volkswagen, the car manufacturer, used a brand crisis to bring forward innovative projects and overhaul its marketing strategy.

News

NEW DELHI: Coca-Cola sees "huge opportunities" in India as it ramps up its innovation process and prepares to introduce a range of new products it believes will change the perception of the company.

News

SHANGHAI: Foreign brands can often find China a difficult market when they plan to launch a new product, but FMCG giant Unilever found that a streamlined innovation process helped it to get ideas to market in a shorter time than traditional ways.

News

SHANGHAI: Chinese businesses are placing growing importance on brands, a new study says, as they look to move away from a focus on price and address the challenges posed by a consumer society and overseas expansion.

Research Paper

This paper explains how a streamlined innovation process helped Unilever get ideas to market in China in a shorter timeframe than traditional approaches.

Article

This article summarises how the brands Ford, ADT, Oreo and IBM overcome challenges in marketing, providing tips on how to stay relevant and innovative.

News

GLOBAL: An innovation for the LandCruiser 4x4 vehicle by Toyota, the Japanese car manufacturer, bringing emergency communications to the Australian outback, has won the Grand Prix in the 2017 WARC Innovation Awards.

News

SINGAPORE: Asia is leading the world when it comes to creative innovation while the US is falling behind, according to a senior agency creative.

Article

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

News

SYDNEY: Building an innovation culture at a large brand begins with hiring the right people, a senior executive at Anheuser-Busch InBev has said.