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Key reading

Optus

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

Australia's ad industry grapples with transparency challenges

The article explores how the Australian advertising industry is tackling ongoing challenges around transparency.

How to Use Brand Positioning

This Best Practice paper provides a "how-to" guide for positioning a brand.

How the Football Association is managing change

This event report examines changes that are being imposed at the FA, England's Football Association, and what other organisations can learn from them.

Three views on advertising regulation

This event report looks at the talking points from the Advertising Association's LEAD 2016 event, examining three key subjects for advertisers right now.

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