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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 describes how Domino's Pizza in the UK used a chatbot to allow consumers with an existing Domino's 'Easy Order' account to order pizza directly through Facebook Messenger.

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 describes how Black Mirror, a new rapid insights smartphone app, was launched into the Australian market by CHE Proximity.

Case Study

This case study describes how Turkcell, Turkey's largest telco, turned its focus onto diabetes - a misunderstood and stygmatised condition in Turkey - and created a way to help diabetics through a healthmetre.

Case Study

This article examines the journey undertaken by the UK branch of pizza brand Domino's as it reacted to the rise of brands disrupting the food delivery sector by reimagining itself as a digital-first mealtime solution.

Case Study

This case study describes how non-profit organisation the Thai Health Promotion Foundation created AbsorbPlate, an innovative design inspired by the texture of sponge, that made Thai food less greasy, and helped tackle Thailand's obesity problem.
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Article

This case study describes how United Arab Emirates banking brand Emirates NBD came up with an innovative product that kept construction workers cool to attract SME clients.

Article

This event report explores how Warner Bros Studios used large data sets and machine learning to give the latest installment in the Sylvester Stallone franchise ('Creed') a chance of becoming a blockbuster.

Article

This article explores how a voter sentiment tracker that used artificial intelligence to aid news coverage of the US presidential election called the surprise result early and correctly.

Article

This event report outlines how the Internet of Things (IoT) will dramatically impact the healthcare sector.

Article

This event report describes how a number of brands are using artificial intelligence to understand emotions and generate appropriate messages that help to nudge the customer along the purchase journey.

Article

This report explores the effective use of media through insights from the winners of the 2016 WARC Media Awards and analysis from the 40-strong judging panel.

Article

This article explains how the industry can get better at designing shelf tests that are optimised to provide actionable results once the analysis is complete, by taking a fresh look at best practices.
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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 summarises Warc's Toolkit 2017, a guide to six key challenges for brands in the coming year.

  5. 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.

  6. Article

    This trend report examines the major trends set to shape the global advertising landscape in 2016, covering technology, brand and marketing, food and drink, culture, travel, beauty, retail, health, lifestyle and luxury.

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