Effective Innovation Report: Lessons from the 2018 WARC Awards

Analyses the key themes and summarises the winning case studies from the 2018 Effective Innovation category in the WARC Awards, and presents the views and opinions of the judges.
  • Many winning campaigns were designed to be shared by millennial influencers to improve organic reach.
  • Innovation can be an efficient and effective way to build brand equity.
  • Product-led innovation can help brands strengthen their appeal, when they can identify products that would be an appropriate fit.
  • Branded utility is a successful creative strategy, where brands have benefited from being ‘in service’ to their audience through the creation of useful tools and services....

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We’re long-term subscribers to WARC and it’s a tool we use extensively. We use it to source case studies and best practice for the purposes of internal training, as well as for putting persuasive cases to clients. In compiling a recent case for long-term, sustained investment in brand, we were able to support key marketing principles with numerous case studies sourced from WARC. It helped bring what could have been a relatively dry deck to life with recognisable brand successes from across a broad number of categories. It’s incredibly efficient to have such a wealth of insight in one place.

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