Co-creation is one of the many myths propagated by the social media evangelists. They would have us believe that millions of consumers are actively involved in the creation of ideas and concepts for their favourite brands. In fact why bother employing an agency creative team when there are millions of wannabe creative directors out there, willing to apply their brains and ‘Magic Markers’ to your brief. We are all creatives now. The reality, according to The Future Foundation, is that only 15% of British consumers claim to have participated in some form of branded co-creation. This doesn’t mean that people … Read More »
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