This article 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.
MIAMI: Rubin Postaer and Associates (RPA) won the 4A’s Partnership of the Year award for Imaginary Friend Society, a campaign for the Paediatric Brain Tumor Foundation, which aimed to educate and empower families that had been impacted by ...
PALM DESERT, CA: Away, the direct-to-consumer luggage company, is applying its innovative ethos to everything from digital retail to physical stores and a branded magazine as it seeks to engage consumers and build relationships.
ORLANDO, FL: Chobani, the yoghurt manufacturer, has witnessed substantial benefits from constructing a “demand creation” department that pulls marketing, sales, insights and similar functions into a streamlined business division.
LONDON/NEW YORK: There is no one way to innovate and whatever approach is taken it needs to suit a company’s culture and the scale of innovation it is looking to pursue, an industry figure has advised – a business may have to explore a ...
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.
NEW YORK: Brands such as Target and Band Aid are moving beyond simple transactional interactions with influencers, which can be fraught with issues around brand safety and transparency, to develop longer term relationships that can include product ...
Jasper Melchers, Julia Görnandt, Iris van Loon and Joey Ophof, ESOMAR, Congress, 2017
This paper investigates how market research findings are typically shared by research agencies and their clients, and explores new ways of sharing these results for high impact within - and integration into - a client’s business.
This article, taken from the Warc Toolkit 2017 report, looks at the growing number of brands that are exploring direct-to-consumer (DTC) opportunities with the help of apps, buy buttons and subscription services.