Innovation is how brands stay relevant for generations and generate buzz around their products, services and offerings. Adweek journalists keep you up to date with how brands and agencies are inspiring young buyers including Gen Z and millennials, how brands are leveraging emerging technology to connect deeper with their audiences, and all other future-focused marketing innovations that are shaking up the industry. Adweek’s Marketing Innovation page showcases what today’s hottest brands are doing to convert customers into loyal fans through innovative advertising campaigns.
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Heinz and Absolut Go Back to the 80s for Pasta Alla Vodka Sauce Launch

Vintage recipe inspires nod to iconic Andy Warhol campaign.

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How Wrangler and Fender Made a Case—Literally—for Better Branded Merch

How do you make a guitar case out of a pair of jeans?

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Unilever’s Latest Play to Tackle Food Waste? A ‘Smart’ Mayonnaise Jar

Hellmann’s hopes the temperature-sensitive packaging will get people talking.

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Marketers Should Care About De-influencing, the TikTok Trend that Won’t Quit

Tired of overhyped products, discerning Gen-Zers are telling people what not to buy.

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What Luxury’s Resilience Says About Marketing in a Downturn

The seemingly unshakable sector knows exactly what its customers want.

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When Vandals Targeted His Campaign, This CMO Went Guerilla

CMO Romain Jolivet on his move from Danone and the challenges of marketing a plant-based product.

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NatWest CMO: Effectiveness Is Key to Boosting Marketing’s Credibility

Margaret Jobling says marketers need to learn to sell themselves internally in tough times.

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From Big Trucks to Big Data, What These Marketers Learned at CES 2023

Come along as OMD agencies guide clients through the show floor.

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How a Digital Dachshund Named Superdackel Got the Gig as a Mercedes Brand Mascot

His goal is to reach 'new audiences,' but this pooch dates back to the 1970s.

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How Top Marketers Are Navigating an Uncertain Economy

Thought leaders from around the industry talk about their bold strategies for driving business growth in a down economy.

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Diageo Plans to School Its 1,200 Marketers in Inclusive Design

The initiative will be extended to agencies in 2023.

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Are You Using Social Media to Inspire Younger Buyers?

Social networks are the new search engines. How performance marketers can leverage this trend.

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The Tech Driving Diageo’s $3 Billion Marketing Spend

The alcohol giant's annual report reveals how bespoke effectiveness tools are making its ad budget work harder.