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.iii

History and future outlook

What do Lego, French farmers and Doritos snacks have in common? All have arguably been exponents of co-creation.