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....