Summarises the insights from a series of key papers addressing collaboration and co-creation, the practice of developing brand insights and other intellectual property through collaboration with external consumers, which can deepen the understanding and future potential of products.
Alex Waters, WARC Best Practice, October 2017
Innovation – the practice of identifying and implementing new products, services and business models – falls into four broad approaches that can help deliver the transformative growth that so many organisations seek.
Asia-Pacific, home to 60% of the global population, has become the most advanced digital economy in the world and three key consumer trends have emerged that are likely to influence the way marketers design, build and promote their products across ...
Sustainability is about survival – the subject needs to overcome the semantic bleaching that makes it a corporate nice-to-have, says Sam Peña-Taylor - a startup is working toward solving the chronic market failure of food waste in the face of global hunger.
Brian Carruthers, Event Reports, Digital Transformation Conference, November 2019
Premier League club Chelsea engages with fans from around the world, many of whom have a totally different relationship with the team than its UK fans – it is now enhancing the way it relates to its 100 million supporters.
Volvo, the automotive company, has used an increasingly coordinated approach behind the scenes in Brazil to deliver more impactful marketing, thus helping the brand achieve record sales in the country.
Many of the advanced technologies and approaches that power Formula 1 racing can also be applied to businesses seeking competitive advantage in the fourth industrial revolution, according to McLaren’s group marketing director.
The Singapore Tourism Board (STB) and toy company Mattel have partnered up for a joint marketing push featuring Barbie, in what at first sight seems an unlikely combination, but brand partnerships are increasingly being used by marketers across the ...