Warc Best Practice: Managing co-creation
Job Muscroft and Andrew Needham Face
Co-creation is the commercial practice of developing insights, brands, products and other forms of intellectual property or activity via collaboration with external consumers.
It is not the same as crowdsourcing, a term coined in 2006 for the policy of taking a function traditionally performed by employees and outsourcing it to a large community of people in the form of an open brief. Procter & Gamble, Nike, Best Buy and Starbucks have all created digital platforms that allowed customers to respond to “open briefs” for...