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Key reading


The Innovation Casebook: Lessons for marketers on creating innnovative campaigns

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.
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How to innovate effectively

Best Practice paper advising companies to analyse closely the basis of and barriers to innovation.

How to extend a brand

Best practices for brand extension, including understanding the brand and setting new visions.

Brands and innovation

Jean-Noël Kapferer on the importance of innovation – and what to do after an innovation is developed.

Discovering new product opportunities via social media

A standardised method for using social media listening to generate ideas for new product development.

Latest articles

State of the Industry: Mobile Marketing in Turkey

This report summarises the Turkish responses to Warc's EMEA mobile marketing survey, conducted on behalf of the Mobile Marketing Association to assess how advertisers and agencies are using, and planning to use, mobile in their marketing.

Six ways to transform data into insights when measuring marketing ROI

This article posits that a mindset change is necessary to help ROI modelling become effective, using six strategies that include elastic nets and machine learning to transform data into insights.

Breaking The Spell Of Sisyphus: Towards a more sustainable integration of insights into innovation and brand strategy

This paper describes the development of an integrated research 'compass toolset' for KAO Salon, a salon products manufacturer, to help it build consumer insights into its brand mission in Germany.

The broad church of innovation: Stereotypes, privacy and emoji

This event report details a variety of innovations in communications, with UK examples from advertisers including Google, Domino's Pizza and Barclays.

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Monique Dolbin


Monique Dolbin
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Nicola Tillin
Ed Pank

Asia Pacific

Ed Pank
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