Warc Best Practice: Managing co-creation

Job Muscroft and Andrew Needham

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 creating new products and messages. And crowdsourcing can be one element of a larger co-creation process, as in the model below (Fig 1).

Fig 1: Face co-creation model