Creative agencies across the world feel increasingly pressured by their clients to better leverage the millions of innovative ideas and content that are generated daily by consumers online. Yet few seem able to balance a business model founded on the superiority of in-house ideas with a more open, collaborative approach where consumers turned creators are in the driving seat. Until today.
Japanese agency ASATSU-DK (ADK) has become the first major marketing group in the World that is strategically investing into co-creation with consumers. ADK has formed an exclusive strategic partnership in Japan with eYeka to access fresh, consumer-rooted creative ideas that will help its clients innovate their marketing and communication.
In the words of Kenichiro Omori, head of the global business division, ADK: « The duty of an agency is to embrace change before its clients do so we have decided to take the lead with a new, open model where we integrate consumer ideas from start to fuel creative ideas, to produce fresher campaigns that will truly resonate with audiences worldwide. »
We could not have said it better.