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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. 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.
Not a subscriber? Download this sample

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

Emojis: Pepsi's new weapon in the cola wars

This event report covers Pepsi's emoji-led marketing campaign, where these images will be added to product packaging and employed in various marketing contexts in more than 100 countries.

What B2B marketers can learn from B2C

This event report addresses how business-to-business marketing is changing, as the gap between this discipline and more consumer-focused efforts continues to close.

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.

Understanding Coca-Cola's "One Brand" strategy

This event report outlines Coca-Cola's "One Brand" strategy, which seeks to take a more holistic approach to marketing the four main variants of the soft drink.

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Americas

Monique Dolbin
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Ed Pank

Asia Pacific

Ed Pank
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