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

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 case study explores how DOT, a corporation that produces products aimed at establishing blind and visually impaired (B&VI) people's right to access technology, ran a global campaign and launched the first braille smartwatch, which uses patented DOT Active Braille Technology.
View all case studies on this topic


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


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.


This article explains how artificial intelligence and machine learning are currently being used in advertising, and what the possibilities as well as the limitations are for the future.
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 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.

View everything on this topic

Want to find out more? Contact us