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Innovation

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Research Paper

Discusses what problems marketers may face when using virtual reality technology in the automotive category by evaluating results from research in Germany that compared a VR showroom with a real studio.

Article

Toymaker Lego has successfully diversified its media channels to embrace theme parks and movies but physical stores remain a vital part of the brand experience.

Research Paper

International Flavours & Fragrances (IFF), a global designer of fragrances and flavours, developed a pioneering international research programme that would allow them to connect with consumers regularly and uncover early insights that could result in consumer-driven innovations.

News

LONDON: A new ranking of the UK’s top 50 most valuable brands is skewed towards telecoms, finance and utilities companies and does not include any tech businesses – a factor that is affecting the overall health of UK brands according to ...

News

SINGAPORE: L’Oréal has mined social media micro-trends to inform product innovation in Asia’s emerging markets, according to an executive at the company.

News

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 ...

Article

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.

News

ORLANDO, FL: The Campbell Soup Co. is leveraging cutting-edge technology to provide a new service, called Habit, that uses a consumer’s DNA to provide tailored food suggestions.

Article

The Campbell Soup Company, the food group, is aiming to keep pace with changing consumer needs by launching an innovative new health-and-wellness product.

Article

Les Binet and Peter Field have undertaken new research based on the IPA Databank, exploring marketing effectiveness in a time of relative digital maturity.

News

MUMBAI: Several Indian start-ups in the food and beverages sector have found that innovation, content marketing and the use of social media influencers are useful weapons in their David versus Goliath contest with established and global brands.

News

LONDON: To design a chatbot, global snacking giant Mondelez had to rethink its approach to investing in innovation, by moving away from long-term investment in one ‘silver bullet’ idea, toward smaller pots of funding and a ...

Article

Failure is too often a dirty word, especially for big brands; but it needn’t be toxic, argued a representative of international snacking giant Mondelez, because it is a brilliant opportunity to learn.

Article

This article offers 10 tips from AirAsia and the Singapore Tourism Board – two high profile SE Asian advertisers – on evolving a brand over time.

Article

To solve the problems inherent in the existing Bass model, this paper develops a grey Bass model using a non-linear least squares method (NLS) and provides the whitenisation solution of differential equations.

News

COLOGNE: Corporates and startups will form closer working partnerships in future as such alliances become a “strategic imperative” in the quest for innovation, a new white paper has argued.

Research Paper

This paper challenges the traditional view of change as the stimulus for opportunity; it instead considers within human change and between human change as fundamental to understanding consumers in an insights and marketing capacity.

Research Paper

This paper explains how a Mexican research agency took on the challenge of thinking about the future today from two fronts: towards its clients and towards itself.

Research Paper

This paper explains how Coca-Cola Japan, the soft drinks company, invested in a tiny three-person start up from the UK, ZappiStore, to solve creative problems.

News

CHICAGO: Tyson Foods, the food company, is generating invaluable insights about innovation by using a Tinder-like app that asks consumers to swipe left and right on potential products, rather than prospective romantic partners.

Article

This event report addresses how Tyson Foods is using new technologies to spur innovation, control costs and speed the activation of insights.

News

CANNES: Operating as a “brand in beta” has yielded major benefits in terms of relevance, consumer engagement and driving sales for adidas, the sporting and lifestyle goods manufacturer.

Article

This event report details how adidas, the sports and lifestyle brand, is ensuring it remains fresh and relevant to consumers.

Opinion

The advertising industry, and its awards, celebrates only success - forgetting the failures from which we could all learn important lessons, argues Gareth Kay.

News

LONDON: Views on what constitutes marketing “innovation” vary, but four themes, ranging from the facilitation of brand purpose to disruption of category norms, are evident in a new WARC report.