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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 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 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 The National Institute for Blood Transfusions, a blood donations organisation, harvested concert goers' love for free tickets to increase blood donations in Romania.

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 describes how Latin American boyband CNCO used geo-location technology for a mobile campaign in Latin America, Spain and the US, to build excitement and social media buzz around the release of its debut album.

Case Study

This case study shows how CVS Health, a retail pharmacy brand, increased brand equity in the US by developing a campaign that helped people quit smoking.
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This article examines the spectacular growth of the parkrun start-up and the lessons brands can learn from its success.


This article looks at the growth of the Israeli start-ups, particularly in the automotive industry, and why the company is punching above its weight in innovation.


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.


This event report argues that in the future, all advertising will be interactive, adapted to mobile phone screens, data-driven and conversational, with the last two characteristics fuelled by AI.


This event report details how artificial intelligence tools can be used to process vast amounts of data in seconds, help brands better serve their customers, and free up marketers' time.


This event report explains how Volkswagen, the car manufacturer, used a brand crisis to bring forward innovative projects and overhaul its marketing strategy.
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  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 growing number of brands that are exploring direct-to-consumer (DTC) opportunities with the help of apps, buy buttons and subscription services.

  4. Article

    This article, taken from the Warc Toolkit 2017 report, looks at the implications for marketers of the rise of 'dark social' seen in recent years through the proliferation of chat apps such as WhatsApp, Facebook Messenger, Line and WeChat.

  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.

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