Get a demo Do I subscribe? News sign-up

Innovation & NPD

At a time of rapid developments in tech, innovation – whether through new products, enhanced services or application of new technology – is high on the corporate agenda. Current drivers of innovation include the emergence of Artificial Intelligence and the Internet of Things, while the emergence of category-disrupting tech brands (Uber, AirBnB) has made some advertisers rethink the rules of their sector. For manufacturers, new product development, including the launch of brand extensions, also remains a priority in driving profitable growth.

Key Reading

Important papers from across the Warc database

This report analyses trends from the winners of the Warc Prize for Innovation, with insights on 'altruistic' and data-driven innovation, the power of products and engaging millennial audiences. Supporting case studies include Vodafone, Rip Curl and Slurpee.
Best Practice paper advising companies to analyse closely the basis of and barriers to innovation.
Best practices for brand extension, including understanding the brand and setting new visions.
Jean-Noël Kapferer on the importance of innovation – and what to do after an innovation is developed.
A guide to the opportunities of AI: insight, chatbots, digital assistants and optimised media buying.

Case Study

This case study explains how hygiene brand Lifebuoy increased sales in the Middle East by inventing a branded attachment that killed germs on shopping trolley handles.

Case Study

This case study shows how Intermarché, a supermarket brand, successfully helped its French customers reduce their daily sugar intake be creating a six-step sugar-detox yoghurt pack.

Case Study

This case study shows how St John Ambulance, a first aid charity, created a series of educational yet humorous ads to teach parents across the UK about baby CPR.

Case Study

This case study shows how John Lewis, a UK retailer, successfully consolidated its advertising's status by launching a series of iconic Christmas campaigns.

Case Study

This case study shows how Emirates NBD, a financial services brand, expanded its account acquisitions in the UAE by developing a product that directly solved its target audience's biggest issue.

Case Study

This case study shows how EPM, a public services company, created a solar power harvesting hat that could provide electricity to remote areas in Colombia, thus increasing brand visibility.
View all case studies on this topic


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


This event report looks at how beauty subscription box Birchbox is driving growth in the UK.


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.


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.


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).


This article looks at what won't change in the near future and how these constants should influence a company's marketing strategy.


This event report provides details of research conducted by McKinsey, the management consultancy, regarding the business impact of creativity.
View all articles on this topic
  1. Article

    This report looks at the trends and technologies that are set to become more important and relevant to marketers in 2017 including live video, VR and AR, web TV and chatbots.

  2. Article

    This annual report by J Walter Thompson Intelligence investigates the trends and emerging consumer behaviours set to shape marketing globally in 2017.

  3. Article

    This article, taken from the Warc Toolkit 2017 report, looks at the marketing opportunities offered by artificial intelligence (AI) including insight generation, chatbots, digital personal assistants and optimisation of media buying.

  4. Article

    This article, taken from the Warc Toolkit 2017 report, looks at the growing number of brands that are exploring direct-to-consumer (DTC) opportunities with the help of apps, buy buttons and subscription services.

  5. Article

    This article summarises Warc's Toolkit 2017, a guide to six key challenges for brands in the coming year.

  6. Article

    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.

View everything on this topic

Want to find out more? Contact us