The Digital Age disrupts the practices and beliefs that gird the archetypical relationship between advertising agency and client. The Procter & Gamble Companies discarded a relic of the client-agency relationship, the creative brief. They seek more authentic engagement that leads to more compelling campaigns. What possibilities do clients open when they move from exchanging information to engaging in co-creation? What role might the practice of collaborative innovation play in redefining roles between client and agency?
Ideascale2021-12-03T11:28:18-08:00July 10th, 2012|Categories: Collaborative Innovation|Tags: asking questions, case study, co-creation, collaborative engagement, collaborative innovation, Crowdsourcing, customer engagement, customer research, customer support, innovation challenge, marketing, power users, reframing questions|