WHO’S IN CONTROL AROUND HERE? THE RISE AND RISE OF CO-CREATION Bob Morrison Co-Founder Elephants Can’t Jump 5 th Dec 2012.

WHO’S IN CONTROL AROUND HERE?

THE RISE AND RISE OF CO-CREATION

Bob MorrisonCo-Founder Elephants Can’t Jump

5th Dec 2012

Co is on the Up

Not new but on trend and increasing

Goes hand in hand with other social trends

Moving from separate to joined up worlds

Co-Exploration

Co-Creation

Co-Evaluation

Co what…

Co who…

Not right for every client or agency … or consumer

Co-Exploration

Used early in the project

Explores category issues, semiotic codes, consumer frustrations, brand maps & segmentations

Gives rich insight and trend start points

Helps to define the opportunity areas for both Consumer and Competitive wins

Co-Creation

Used to build on idea or concept start points

Gives prioritisation and connections between Promises, Benefits, RTB’s and Claims

Allows us to build the stories the consumer wants to hear more about

Helps to find tune language, imagery and associations

Can test and improve internal or user generated idea

Allows us to pressure test key aspects of commercial viability or competitive edge

Co-Evaluation

Co Changes Relationships

We'll discuss &

We'll decide

We'll discuss& I'll decide

Call me if you

need me

I’m the boss

‘JDI’

Expectations, Control and Ownership

Bob MorrisonCo-Founder

Elephants Can’t Jump21 Little Portland Street

LondonW1W 8BT

020 7291 8000