First Co-Creation Seminar In Asia Co-Created By Leading Agency Creative Directors, Marketers
13 SEPTEMBER 2011, SINGAPORE
SummaryWe have come a long way since brands firstdiscovered amateurish but enthusiastic “user-generated content” on Youtube. Today over a third of the World’s biggest brands are already co-creating their campaigns and innovating new products with consumers, with a quality often said to match or even exceed that of their agencies
eYeka, the global market leader in online consumer co-creation will be participating in the first Asian seminar on consumer co-creation at Spikes Asia 2011 where Leonardo O’Grady, Coca Cola ASEAN Marketing Director will share his experience with consumer co-creation and will reveal the winning video of a global consumerco-creation contest, to be entered by Coca-Cola at the Cannes Lions 2012. The winning video has been selected by a Cannes Jury of leading agency Executive Creative Directors (including DraftFCB, Dentsu, Blaklabs, McCann Erickson and Bates 141) and leading brand marketers from Diageo, DHL, CitiBank, and Nokia.
Frédérique Covington-Corbett, Chief Marketing Officer Asia Pacific, Microsoft will follow the session by hosting a panel discussion on consumerco-creation, its best practices and its impact on marketers and their agencies. Panelists alongside Joël Céré, Global Insights & Innovation Director for eYeka, will focus on the question: Is tomorrow’s Agency the Consumer?
The seminar will take place at Spikes Asia, Singapore on the 18th of September. It will provide delegates with a deeper understanding of what consumer co-creation is, expose them to bestpractices from leading brands and gives a unique opportunity to ask questions to those who have already tried and tested one of the biggest emerging marketing trends today.
"Co-creation isn’t new to Coca-Cola as the brand has opened itself to creative interpretation from artists and individuals throughout its history. Over the last few years, the widespread adoption of social media andlower technology barriers to creativity have allowed more consumers to hone and express their creative talents, with an ever increasing quality of output. If tomorrows agency is the consumer, our ambition is to further harness this creative power, today." Leonardo O’Grady, Marketing Director, Coca-Cola ASEAN
"Brands are starting to recognize the depth and quality of consumer co-creation, be it to produce quality content or to unlock innovation opportunities. To remain relevant, their agencies will need to learn how to stimulate consumers’ creative talent, transforming themselves from sole purveyors of “a big campaign idea” to curators and orchestrators of a stream of authentic consumer-created branded content and innovative ideas." Joël Céré, Global Insights & Innovation Director, eYeka
Rather than offer brands the conventional approach of a few familiar creative eyes to help solve important marketing & innovation challenges, eÿeka connects brands & agencies with a global community of 383,926 highly creative sets of eyes.
The community then competes to deliver the best fresh and relevant ideas in creative contests. Each individual creator brings their unique and fresh perspective to these contests enabling more & better original ideas, in just a matter of days.
By combining the collective intelligence and creative power of our global community with a strategic perspective, eyeka has become the trusted creative partner to many of world’s best loved brands such as P&G, Unilever, Coca-Cola and Nestle.