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C ASEBOOK 2016
SUMMARY VERSION
THE POWER
OF PRODUCTS
DATA-DRIVEN
INNOVATION
INNOVATION FOR A
MILLENNIAL AUDIENCE
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2
Executive Summary
The Warc Prize for Innovation
awards brands whose fresh
thinking can be linked to
tangible business results.
This years Prize, now in its
fourth year, attracted a diverse
collection of entries from a wide
range of countries including
the US, UK, Australia, Turkey,
United Arab Emirates and India.
It is clear that innovation
still tops the marketing agenda
as brands seek new paths to
growth. Innovation is hard to
define, and this was evident
among the judging panel.
While this years judges broadly
agreed that innovation should
mark new thinking and ideas
and represent some kind of
shift, there was an eclectic set
of opinions among this years
panel about what it means
beyond that. Most notably,
some judges felt that innovation
should incorporate a sense
of purpose that extended
beyond the brands core
business remit, while others
felt that this was not a core
criterion for judging the prize.
From a shortlist of 16, 12
entries were awarded at this
3
14%
43%
No budget
up to $500K
$500K $1m
43%
Executive Summary
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What is Innovation?
The need for brands to evolve and innovate has never been more
critical. Innovation entails ideas that fuse innovative technology,
product and creative solutions to create genuinely fresh executions, whilst also
being true to the brand vision; ideas which have been scaled or have the
potential to be scaled and which can deliver a transformational brand impact.
Jeremy Basset, Head of Unilever Foundry
1: Altruistic
Innovation
INNOVATIVE BRANDS
TARGET MULTIDIMENSIONAL CONSUMERS
1
7
Vodafone Between Us
2: The Power
of Products
INNOVATIVE PRODUCTS
CAN HELP REVIVE BRANDS
1
9
3:Data-Driven
Innovation
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11
MIFF
4: Innovation for a
Millennial Audience
EXPERIMENTAL
INNOVATION CAN ACHIEVE
SIGNIFICANT SCALE
SIMPLE IDEAS
SUCCESSFULLY TARGETING
MILLENNIALS ALSO
GENERATE PR
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13
Slurpee Xpandinator
Millennials want to
experience things theyve never
seen before. Innovation can
really be at the heart of driving
this. Often these experiences
are then shared, not just
publicly but also to the private
communities that Millennials
are a part of, extending the
reach of marketing initiatives to
an audience thats increasingly
hard to reach via traditional
marketing methods.
Tuomas Peltoniemi, President,
TBWAs Digital Arts Network
(DAN) Asia
Copyright Warc 2016. All rights reserved.
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