Well I’ve been a bit quiet of late on the blogging front. But its been for all the right reasons!
We’ve been really busy in the last month or so doing lots of new things, having lots of new experiences and extending our methodology to increasingly diverse briefs and markets.
In last month we’ve done two really exciting projects that I feel are worth sharing and demonstrate our fervent belief in our methodology.
First we’ve been off to India and Australia to work on a ground breaking global brand re-positioning project, for which we pioneered a co-creative approach, delivering a new brand footprint and equity creative brief.
While most traditional agencies and clients would employ a safe, traditional focus group methodology or appoint a big, corporate consultancy, we stayed true to what makes Face Face – intimate, direct and equal interaction between clients and consumers, running workshops in Delhi and Sydney.
We spent 2 days in each market working through a series of co-creative exercises designed to explode and explore 2 potential positionings and allow the consumers to really show us what they want to see and how they want to interact and relate with the brand concerned.
The result is a final brand positioning that is completely consumer centred, exploded, explored and refined, already validated and ratified, and a creative brief that is significantly tighter and more informed than ever before. Less testing required, less risk and uncertainty, and a fuller, earlier understanding of the parameters and possibilities inherent in it.
Secondly, on a similar brief for another client, we have further adapted our methodology to create a more mobile option for co-creation, extending it out of the tried and tested workshop environment and into a more modular, in home environment.
By developing and tailoring our co-creative exercises to work in a more traditional focus group sample structure and setting we can better accommodate problems where regional difference and range is a core consideration for answering the strategic problem at hand. It is also a great option for audiences or subjects where working in a large group may be inappropriate or uncomfortable.
Co-creation is increasingly becoming one of those marketing buzzwords that any old agency is bolting on to their “offering” and saying they can offer, but it takes the years of experience Face has working directly with clients and consumers to be able to truly stretch the methodology and exploit the incredible potential in it.
Here’s to another year of projects that allow us to push the boundaries…. it’s so much more interesting that way!
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