Creative Agency Secrets

I have had a couple of interesting exchanges with Matt Cronin of Web Liquid…. the last thing I asked him was about “Co-creation”.  This is a term I came across recently.  I asked him, "Is it another word for CGC or something different?".  Here’s his reply

I see co-creation as a quasi CGC whereby brands encourage consumers to create content or ads for them within a well defined set of parameters. We’ve had a couple big brands here in the states do this sort of thing but to be honest I see it as a weak attempt to jump on the CGC bandwagon. As you know, many marketers are afraid of relinquishing their grip of control on the brand, so co-creation is one way they can ‘safely’ dabble in CGC.

The problem is that the output it neither interesting or compelling, which is anathema to true CGC, so the ROI of such an effort is virtually nil. Having said all that, I’d love to see an example of what one might consider a successful co-creation effort.

As for getting together, I’m actually based in NYC but do get to the London office quite regularly – in fact I’ll be there in mid July, perhaps we can meet then?

-Matt

And, to answer the next question, "yes" I will try and organise a venue for us to meet up with Matt when he’s over in July.

This entry was posted on Wednesday, June 27th, 2007 at 10:12 pm and is filed under Who I'm Meeting. You can follow any responses to this entry through the RSS 2.0 feed. You can leave a response, or trackback from your own site.