research
at workes
BRAND2 180111

Archive for the ‘The Hub’ Category

Last week we linked up with our Co-creation Hub partners and helped put on the latest Hub event – Creating Online Fanbases.

It was a very insightful evening that allowed both sides, clients & agencies, to have an informal discussion about the pros and cons of engaging with fans online and best practise. From the Face side of things Francesco and I were joined on stage by 10 Headbox & Minbubble members who had sent in videos explaining which brands they were interacting with online and why. Check out our presentations and the video below:

There were three other very interesting presentations from Andrew Davies (Thrudigital), Ian Green (10 Downing Street) and Craig Harries (Farm). A full write up from the evening can be found on the Co-creation Hub website where you can also find all the presentations from the event.

There will be more Hub events coming up soon and we look forward to seeing you there!

When Face set out on its journey to change the world of research and innovation 4 years ago we did so on the belief that the rise of the empowered consumer was going to change the media landscape forever. And we have been proved right.

We recognised that brands needed to find new ways to deal with the same old research and innovation problems. We pioneered the co-creation approach based on a new philosophy of doing things with consumers rather than at them.

This required a fundamental shift in clients research approach, moving them away from thinking of consumers as passive respondents and seeing them more as active participants in the research and innovation process. In this sense we would like to think that we lead our industry to a place where the approach of co-creation has now become widely accepted. But we would not have got there if it were not for the perspicacity of a brave client – a certain Ana Medeiros who was the Global Research Manager of Lynx/Axe at the time. It is fair to say that we both lead each other to a new horizon where the consumer was placed firmly at the centre of a new marketing model.

hubcolorlogos

As I predicted last September in my blog – Co-Creation Will Create a New Breed of Agency, the debate around new industry approaches has moved beyond research and innovation into brand planning and communications. The world of advertising has been slow to react. It is why we were one of the founding members of the London Co-Creation Hub.

It is a debate that has been picked up by the outgoing Marketing Chief of Unilever, Simon Clift. In April he warned of a “lost generation” of brand managers who do not understand the web and social networks. In his final interview before retiring he said he believed public relations agencies were best placed to profit from the rise of Facebook and Twitter, as traditional advertising agencies struggle to adapt to the digital world.

Clift - Brands Need To Catch Up With Consumers

Clift - Brands Need To Catch Up With Consumers

It is not just PR agencies that are moving into the space traditionally occupied by advertising agencies it is everyone, from research to experiential companies; they are all in on the act. And the reason for this is we have all recognized that the consumer is at the heart of the new marketing model not the brand. As Clift remarked “We are all learning. Unilever is ahead of much of the competition but behind consumers, which for marketers is not a comfortable place to be.”

He is absolutely right. A lot of us are behind consumers and it makes for a very bumpy ride  – they are the ones leading the media industry to a new approach, one that is based on doing things WITH not AT. We have a duty both as clients and agencies to the consumer who are, after all, our ultimate customers to develop a new marketing approach that meets their needs more appropriately.

This is not going to be easy but we have to start now. As Clift says it “requires a cultural change for companies like Unilever. We have to listen to genuine customer concerns. Companies aren’t set up for that”.

The worry is they need to be and fast.

Screen shot 2010-03-23 at 12.23.07

Last week the Face team trotted along to the Design Council to join the festivities at the launch of the London Co-Creation Hub. We were a small gaggle of the 120 strong crowd that amassed to hear more about what the Hub is all about and what it is doing, as well as listening to the Shadow Culture Minister Ed Vaizey’s take on “How co-creation will change the face of democracy” and interacting with the latest results from the Hub’s social initiative Co-Create London.

It was a great night and a fantastic start to a very exciting new chapter in Face’s history.

To see a full report from the evening, including more about Ed’s speech and what’s next for the Co-Creation Hub, head to the Hub’s website HERE


Co-Create London has been live for exactly 10 days and thus far we are ecstatic about the results! As this is being written we have received 249 ideas from 191 people and a staggering 2,219 votes have been cast!!!

We thought we would let you know what’s been going on over at CoCreateLondon.com, starting with the Top 10 ideas on the site so far as voted for by Co-Create London users.

1) Free Wi-Fi hotspots in public spaces across town – 127 votes
Free WiFi access seems to be something that Londoners want to see in the city. However there has been some backlash to this with other users asking – how would WiFi make London a better place?

2) Open library-style book kiosks/ book swap system in Tube stations so Londoners are never without reading material on the underground! – 63 votes
Bringing some culture & entertainment to the transport system is something that has been a running theme on the site. This idea has been the pick of the bunch with a strong backing from Co-Create London users.

3) Oyster Card becomes Oyster London card – pay for anything in London up to the value of 20GBP – 58 votes
A few users have been quick to say that this idea has already been explored by TFL but didn’t go ahead due to financial regulation complications. However, making it only for small payments adds in a new angle and would encourage spending.

Could it be used for other purchases beside travel?

Could it be used for other purchases beside travel?

4) Tube Tunnels as giant immersive flipbooks. We all travel miles & miles underground everyday through black tunnels. The Tube carriages have all got amazing windows to look outside of the train at… well, nothing. Wouldn’t it be nice if the walls of the tunnels were covered in series of pictures that vary gradually from one to the next, so that when the trains goes through the tunnel they get animated? – 56 votes
A new model for artists, creative types, brands and advertisers to get involved with. Would brighten up millions of Londoners journey to work but is it feasible?

5) Simply by putting air conditioning on the tubes would improve life in London during the Summer 100% – 56 votes
Boris has introduced air conditioning on the circle line and, as some Co-Creators have noted, there have been cut backs on energy use in stations to reduce heat but is it even possible for there to be a totally cool tube?

6) Annual Open Labs Day…Similar to Open House Weekend, but celebrates our city’s vast and under-appreciated science culture. The public get to question real scientists in working labs, and explore London’s scientific history (Darwin, Newton, Hooke, Faraday, Franklin, Jenner, Davy, Maxwell…) through open days at places like the Royal Society, Royal Institution etc. – 54 Votes
Exposing and helping the public understand the great scientific significance and heritage London has is a great idea! Could be amazing with the right marketing behind it, but will it get backing from Boris?

Boris has unveiled air-conditioned tubes on the circle line but can he do this for the whole of the tube system??

Boris has unveiled air-conditioned tubes on the circle line but can he do this for the whole of the tube system??

7) A swimming lane system on Oxford Street, people who want to walk slowly and browse you walk on the inside of the pavement (nearest the shops), people who have got to go places and are in a hurry walk on the outside (nearest the road). This would stop all the pushing, shoving, barging, dodging, frustration, pain etc that walking on Oxford Street causes!! – 49 votes
The human congestion on Oxford Street causes frustration for thousands. The new crossing at Oxford Circus has been a success so why not go one step further and create a manageable, easy and beneficial system for the rest of the street?

8 ) Turn Empty Shops in to spaces for performance, places to learn a new skill and mini-markets for creative local residents to sell their wares. – 46 votes
It is no secret that there are lots of empty retail spaces in London, especially after the recession. Why not do something positive with this free space? Giving it back to the community could help regenerate areas and encourage potential buyers.

9) Instead of the Oyster machines making the same beeping noise when you go through, each one has a different musical note, such as a piano key.  – 45 votes
Would a series of these small, fun and quirky ideas cheer up commuters and make travelling in the city more fun? The users on the Co-Create London site seem to think so!

Outdoor dancing, big in China, could it be introduced in London???

Outdoor dancing, big in China, could it be introduced in London???

10) Encourage more frequent outdoor dancing – 412votes
China and Japan have been doing it for years, it is hard to imagine Londoners getting involved though. Would be amazing if the right scheme was set up!

Throughout this week we will be running through some of our favourite ideas and releasing more information about the journey Co-Create London is about to go on!

What Would You Do To Make London A Better Place?

In the spirit of co-creation and the core value of openness that comes with it I welcome wholeheartedly Lucian Camp’s thoughts regarding The Co-creation Hub. However I would like to counter some of them as well as try to enlighten him on the benefits co-creation brings to creativity and to the marketing process as a whole so that he will bring his experience and talent to bear on what we are trying to achieve.

He is right to highlight some of the very real concerns many people in the creative community have regarding co-creation. Indeed it is easy to look upon it as a process that makes creative people redundant and worse, fails to recognise the high esteem with which clients hold creativity and creative departments. But this is to misunderstand the nature of co-creativity. It’s not about dinosaurs versus trailblazers, it’s about a new way to find truly innovative and compelling creative solutions to clients’ problems and by the very nature of creative people we should all be open to new processes and approaches.

The good news is that as a Hub we have been engaging in this debate for a while and generally speaking we have been able to carry both people internally and externally with us on our journey. And there are three important reasons for this.

The first is simply when people whether they are consumers or experts engage in co-creation they quickly realize there is plenty of space and time for individual creativity. We have stressed through a number of our blogs (and also at the Face Forum Event where we presented “Do brands need agencies”) over the past year or so the importance that experts (including creative experts) play in the co-creation process. The role they play has grown with co-creation not lessened. They are as important in the co-creation flow as consumers. It is why we don’t believe in crowdsourcing on its own, as handing things over to the crowd is a means to an end rather than the end in itself. Lucian like some people before him muddles co-creation with crowdsourcing.

Secondly there are plenty of people including creatives who believe that creativity can be both collaborative and “solo”. They have cited many examples to me of collaborative creativity beyond co-creation. I have also seen it first hand in the co-creation sessions we have delivered for our clients where the process at different stages allows for individual and group thinking. It also allows for stimulus from a multitude of different areas, something creativity has always thrived on. I recommend that Lucian attend one so that he can also learn from this. Even from a quick straw poll of some of our brilliant creative minds in London and Edinburgh it is clear he does not have close to the unanimous following for the “solo” and “at” way of doing things as he may think.

The final and undisputed fact to be considered is the reaction of clients. Our blue chip client base has been backing us and our co-creation approach for a while because they share our view that doing things with people is better than doing things at people. Clients have recognized the resounding benefits this approach brings to their marketing process as a whole  – it delivers better outputs whether they are research, innovation or communication based, more quickly and more cost effectively than other processes. And you don’t need to have a big budget – we are working with clients big and small across the board.

What is encouraging about all of this is the debate about co-creation is very much alive and kicking both within and outside the Hub. This is vital because we want to lead the debate on finding a better marketing model for the future, one that more appropriately suits the consumer landscape our brands now find themselves inhabiting. Thank goodness Lucian has decided to engage, for the London Co-creation Hub will be a better place for it.