Warc Briefing: Co-creation

This briefing offers an overview of the history, theories and key trends related to Co-creation. It traces the development of interest in co-creation to its application by the likes of Lego, Nike and other modern marketers.

Warc Briefing: Co-creation

Definition: Co-creation is the commercial practice of developing products or marketing messages via collaboration with external consumers.

Quick facts

  • A recent IBM survey of 1,500 global CEOs concluded that 'the most successful organisations are those that co-create products and services with consumers and integrate customers into the core processes.'i
  • Business Week proclaimed that co-creation is 'the second largest innovation trend happening today, right behind sustainability'.ii
  • Co-creation has even been used to develop a city. Christchurch City Council used the community to develop the new city plan after its devastation by earthquakes in February 2011....

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