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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. It advises brands to make their campaigns "useful" and use social media to drive offline responses, using case studies from Optus, Lifebuoy, Coca-Cola and many more.
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How to innovate effectively

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

The science of serendipity

Why instead of lucky, overnight transformations, innovative solutions come out of previous failed attempts.

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

The Danone Activation Studio: Turning consumer insights into company-wide memes

This paper discusses a project from Danone that aimed to share insights with people in a faster way, and ultimately increase the ROI of its insights.

Makers revolutionize making! How to derive insights from subversive consumer practices

This paper examines the reasons and consequences of the Maker Movement, a trend or revival of classic DIY, by looking at its social, economic and market nature and impacts.

How an Ogilvy strategist reimagined Pimm's

This event report demonstrates how new strategic thinking from an agency planner led to the development of a brand extension for Pimm's, the gin-based drink owned by Diageo.

ADT finds the "So what?" behind big data

This event report addresses how ADT, the security company, is making nuanced use of big data to drive the maximum benefit from its marketing.

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Monique Dolbin


Monique Dolbin
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