The "co-creation revolution"

Ana Medeiros and Andrew Needham

The advent of Web 2.0 has given consumers a variety of ways to express their creativity, views and opinions.

The “co-creation revolution”

Ana C.M. MedeirosAxe/Lynx, Unilever, United Kingdom

Andrew NeedhamFace/Headbox, United Kingdom

INTRODUCTION

It is no secret that the past 20 years have seen a major decline1 – some would say the slow death – of corporate and brand innovation, but the debate about why, and what needs to be done about it, is very much alive.

Some, such as Doug Hall, speaking at the Marketing Society's Innovation Masterclass at the end of last year, argue that consumers have much to answer for, and he doesn't seem to be alone. In an interview with the...

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