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Co-creation comes of ageNow the big boys are getting in on the game
19th April, 2012
As both those who profess to practise co-creation and those who don’t will tell you: ‘good researchers have been co-creating and not calling it that for a long time’. Whether it’s a tool or a whole new field, a good handful of small to medium sized companies such as Brand Genetics, eYeka, Face, and our own pundits Promise have made such a noise about the technique recently that now the big boys are stepping up.
This year alone two major corporations have announced crowdsourcing products with what sounds like a very ‘bandwagon’ rational. Firstly, in January, the Publicis Group’s communications division MSL launched a crowdsourcing innovation platform ‘The People’s Lab’; Pascal Beucler, CSO of MSL said: ‘Crowdsourcing people’s insights is key to innovation and change. With innovation never higher on our clients' agendas, we felt the time was right to produce this crowdsourcing solution.’ Secondly, this month, Havas has acquired a majority stake in Victors and Spoils a company which describes itself as: ‘the world’s first ad agency built on crowdsourcing principles’. About the acquisition Havas CEO David Jones said: ‘When an industry goes through a revolution you can either sit and watch it happen, or embrace the exciting new business models at the forefront of that revolution.’
If you add to this the formation of the Co-Creation Forum last summer as a trade association for researchers working in this field, it is all starting to feel very mainstream. On this site this month we have two articles from co-creation’s heartland, by researchers who are ‘walking the walk’: firstly we have Bryan Urbick of Consumer Knowledge Centre on co-creating with kids and secondly we have a conversation between Dr Nick Coates of Promise and Nicholas Ind author and brand consultant.
As always, let us know what you think.
Teresa Lynch
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