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Innovation & NPD

At a time of rapid developments in tech, innovation – whether through new products, enhanced services or application of new technology – is high on the corporate agenda. Current drivers of innovation include the emergence of Artificial Intelligence and the Internet of Things, while the emergence of category-disrupting tech brands (Uber, AirBnB) has made some advertisers rethink the rules of their sector. For manufacturers, new product development, including the launch of brand extensions, also remains a priority in driving profitable growth.

Key Reading

Important papers from across the Warc database

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.
Best Practice paper advising companies to analyse closely the basis of and barriers to innovation.
Best practices for brand extension, including understanding the brand and setting new visions.
Jean-Noël Kapferer on the importance of innovation – and what to do after an innovation is developed.
A guide to the opportunities of AI: insight, chatbots, digital assistants and optimised media buying.

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