Collaborate to innovate
VP of Client Services
In recent years, we’ve seen a power-shift in brand marketing, to where consumers hold full control over what they want to see, hear, think, feel and do. The question then is how the current generation of marketers, and their partner agencies, can survive and compete faced with such modern expectations?
One possible answer: co-creation. This is a problem-solving process in which all stakeholders work towards a mutually achieved solution. It usually includes the essential teams, such as: marketing, and creative, media, digital and PR agencies, but it doesn’t stop there. Distributors, IT partners, publishers, and – most importantly consumers – can all be part of this process. The key is to build empathy into the consumer’s experience, making that the central focus, rather than the brand or product.
To take a few steps back, brands should think about using co-creation at the stage of brief development. Co-creating at this early stage can strengthen both brief and solution.
Ultimately, co-creation allows all stakeholders to focus on a single purpose – meeting the expectations of the newly powerful consumer.