This study empirically examines the role of innovative marketing practices in promotion as a driver of competitive advantage within Iraq's telecommunications sector. It addresses the market's service homogeneity and undifferentiated promotional campaigns, which have resulted from inadequate adoption of innovative promotional tools and subsequent market share erosion. The hypothesis posited a statistically significant relationship between promotional innovation and competitive advantage. Using a descriptive research design, 250 questionnaires were administered to a random sample of industry professionals. Results confirmed a significant positive correlation (p<0.01) between marketing innovation and competitive enhancement.