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.

Figure it’s time to add a new category… te interesting folk I am meeting.

Later this week…. Kimikawa De-Castro.  Cool lady I first met at the Girl Geek Dinner in London.  Her firm, K4 Innovations, does project management for all types of situations.

Here’s what she thinks we should have for breakfast (Jamaican-style)

We eat various things:-)
Smoked red herring cooked down in Tomatoes with ‘Johnny Cakes’(a sort of fried bread).
Saltfish fried up with onions, and spices again served with Johnny Cakes.
Saltfish with Ackee (national Fruit) with toast.
Loads of stuff. Tell you what I’ll surprise you:-)

Followed by Caroline Lashley - she and I first met about three years ago and lost touch.  But Isaw her profile on LInked In and got in touch again.  Caroline is journalist trained and runs a PR / Press office business called The Editors Office.

And Andy West from Friction TV.  The online channel that’s been blazing a stormy trail across newspaper front covers as it launches an alternative to ’speakers’ corner’ for your burning issues and to spark debate.