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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.

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Presentation on theme: "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."— Presentation transcript:

1 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

2 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

3 Co-Exploration Co-Creation Co-Evaluation Co what…

4 Co who… Not right for every client or agency … or consumer

5 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

6 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

7 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

8 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

9 Bob Morrison Co-Founder Elephants Can’t Jump 21 Little Portland Street London W1W 8BT


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