Andrew Needham London in Prague 2008
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Andrew Needham London in Prague 2008

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Andrew Needham London in Prague 2008

Andrew Needham London in Prague 2008

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  • Good Morning Everyone My name is Andrew Needham and I’m the Founding Partner of Face and I’m here as a double act with Jaroslav Cir who is the Global Director of Insight for Rexona and we are going to ENTHRALL you about what we’ve learnt from the blood sweat and toil we have endured together on building better products through co-creation.

Andrew Needham London in Prague 2008 Andrew Needham London in Prague 2008 Presentation Transcript

  • the co-creation revolution revoluce spolecne tvorby a spoluprace Andrew Needham Founding Partner
  • Contents contents the innovation debate the rise of “empowered consumers” embracing “empowered consumers” co-creating with “empowered consumers” pioneering new research techniques spreading positive word of mouth the “adfluentials” a co-creation revolution or another fad
  • Death of corporate innovation CORPORATE innovation
  • Ford Model T pic
    • “ If I had asked people what they wanted they would have said a faster horse ”
    “ If I had asked people what they wanted they would have said a faster horse” keep consumers out of it
  • Consumers are the problem Sheep/People slide are consumers the problem?
  • Set up debate do you trust your consumers? do you trust your consumers?
  • James murdoch “ Ubiquitous connectivity means fundamentally that the individual becomes the agent of everything. Moving, frictionless, from one community to another; consuming, freely, from a wide universe of sources; publishing, from each individual to any number and any size of audience – this is the consumer of the age we live in” the empowered consumer
  • Nick Haley US Study by eMarketer in April 2008 shows that content creators are going to grow from 77m to 108m by 2012 consumers are in control
  • walled garden walled gardens
  • Triangle Slide 90% 9% 1% the masses actively engaged co-creators intimate passive active open some of the principles of co-creation
  • Headbox collaborating with empowered consumers 14-25 year olds… 25-45 year olds… women youth
  • Helix Process meaningful co-creation
  • Axe co-creation case study brief approach results collaborate with consumers to create a new limited edition variant of Axe 5 names, can designs, press adverts, digital solutions & activation plans presented to a high standard with high res visuals 16 creative Axe consumers attended a workshop in Spain workshop covers insights to activation ideas consumers develop ideas for 3 weeks after workshop (with mentoring from Face) presentation to senior Unilever stakeholders with high res visuals & communication ideas brief
  • co-creating online
  • role of research has to change
  • spreading word of mouth
  • Face book Chris Oddy passionate advocates
  • non-users irregulars loyalists advocates c o-creators active passive intimate open c onsumption community connected collaboration
  • non-users irregulars loyalists advocates c o-creators active passive intimate open emotional creative meaningful practical Functional task focused
  • sweet spot of influential consumers who are willing to play a role in shaping & influencing your brand Overlay influence to find the sweet spot brand relationship influencing
  • Company Co-Creation a co-creation revolution or a co-creation fad?
  • the co-creation revolution revoluce spolecne tvorby a spoluprace dekuji vsem za pozornost a doufam ze se vam libila Andrew Needham Founding Partner