We had a terrific opening session at Spikes Asia 2011 in Singapore, the largest advertizing festival in Asia Pacific (and a prelude to Cannes…) where eYeka was invited to talk about consumer co-creation for innovation in communication.
The session, titled « Is the agency of tomorrow the consumer? » was meant to provoke innovative thinking in the way marketers and agencies see their relationships with consumers. In short, if consumers become creators would agencies become curators?
Leonardo O’Grady, Coca-Cola’s ASEAN Integrated Marketing & Communication Director shared his experience with consumer co-creation and revealed the winning entries of a recent co-creation project with eYeka, to be entered by Coca-Cola at the Cannes Lions International Festival of Creativity next year. The winning entries were chosen by a panel of leading creative directors and marketers and available for your viewing pleasure below:
- The winner: http://en.eyeka.com/video/view/1059119-Positive-Signs
- The runner-up: http://en.eyeka.com/video/view/1016308-Coke-Bottles
Frederique Covington, Microsoft’s Asia-Pacific CMO followed by a panel discussion on consumer co-creation, its best practices and its impact on marketers and their agencies. Panelists included Leonardo O’Grady and James Thompson, Asia-Pacific CMO for Diageo, representing brands. Rob Sherlock, Global Chief Creative Officer at DraftFCB and Frank Reitgassl, Head of Strategic Planning at BBH represented agencies and Joel Cere, Global Insights and Innovation Solutions Director at eYeka, represented of course co-creation.
We hope to bring you a video of the entire session soon. In the meantime, we can share that the discussion was very lively, with a consensus emerging from brands that businesses will increasingly want to tap into the creative resources available outside agencies to get fresh, innovative thinking.
Below is an excerpt from Joel Cere, talking about how the new, open, co-created innovation approach is accelerating innovation for brands and offering a strategic competitive advantage. Filmed and posted on Youtube by the excellent Adobo Magazine.