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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

Qantas launches health insurance offering with big data and a celebrity

This article explains how Qantas, Australia’s national airline, disrupted the health insurance category with a new product – Qantas Assure - that incentivised wellness with Frequent Flyer Points.

How Ziosk built a digital-meets-dining brand

This event report addresses how Ziosk, a brand providing table-top tablets in restaurants across the US, has successfully added various digital elements to the dining experience.

Digital Assistants - A Brand's Best Friend? It’s about conversation

This paper reports on a multi-method UK study into chatbots and digital assistants (DAs), assessing their utility for brands (are they really a 'brand's best friend'?), consumers' propensity to use them and their potential applications for market research.

Radical personalisation and visual messaging: the future of digital marketing

This event report considers the consumer-centric practices of new brands and research, asking how 'radical personalisation' works, and what it does for brands.

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Monique Dolbin


Monique Dolbin
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Nicola Tillin
Ed Pank

Asia Pacific

Ed Pank
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