crowdsourcing the poor cousin of co-creation
DESCRIPTION
Chris Ward, Director, AnAbundance presents Crowdsourcing the poor cousin of co-creation at Digital Marketing London on the 22nd of March 2012TRANSCRIPT
crowd-sourcingthe poor cousin of co-creation
the founders (& owners)
chris wardmanaging partner
client service
simon darwell-taylorcreative partner
amanda phillipsmanaging partner
strategy
what do we do?
we are a behaviouralchange agency
who delivermarketing commuications
programmes throughon and off line
channelsb2b and b2c
a single principle
don’t impose, listen
The traditionalplanning
methodology orreverse hypothesis
empowered consumers
stories of a reater resonance, onesthat connect more powerfully withthe consumer, creating moreeffective communications
at the heart of the agency
an abundance nation
consumers
technologists
sectorexperts
behaviourists
creativethinkers
what makes the publicwant to co-create?
hard-wired for co-operation
epistemic motivation
but socially motivated not skills-led
our values constrain our creativity
authentic creativity?
beware the dangers of crowd-sourcing
epistemic
co-create for ideas, craft the insight
thank you