Agencies making digital products should co-create with customers
22nd February 11
Posted in collaboration
20 Jay Street, home to Miami Ad School (photo credit: dumbonyc)
I recently spoke to Miami Ad School students in Brooklyn via Steve Peck, one of the creatives at BBH New York, who teaches a class on Digital Product Development. There’s been a clear shift toward digital product development at agencies in recent years and it seems to be the work we respect most of one another if award shows are any indication (and I’m not sure they are).
However, what I find most intriguing about the future of product development at agencies is the intersection with collaboration. I continue to believe that serving as a scaffolding for customers to engage with brands beyond transactions is a huge opportunity for agencies, and that we’ve only scratched the surface thus far. If agencies want to develop digital products (even when they are simply extensions or features of the analog products created by our clients) and customers want to co-create with brands, the opportunity is compounded. After all, creating digital things is what most collaboration tools at large are built to do. Looking at things from this perspective makes the future of agencies seem bright, especially when one witnesses first hand what students like those at Miami Ad School are capable of.
Below is a copy of my presentation (special thanks to Brian Moore, a Media Designer here at BBH that helped design it, and whose transitions are unfortunately lost via slideshare).
[...] This post was mentioned on Twitter by Shaun Abrahamson and Saneel Radia, Saneel Radia. Saneel Radia said: @rishadt I quoted you in this presentation to explain what innovator's dilemma was to some students: http://bit.ly/epMgfC [...]
great presentation for creative students. need this thinking before they get thrown into a silo.
also like how the design of the powerpoint (keynote) was in sync with the content. i always have a hard time with that.
Thanks Gibbs. Really appreciate the kind words. Both for me and @lanewinfield.
Excellent presentation. Thank you for sharing it with everyone.
I think some hybrid of advertising as we know it (multi-channel campaigns, etc) + co-creation and revenue sharing of new products and platforms is where things are going.
Which agencies today do you think have a headstart on this type of thinking and operating? Do you think digital agencies have a headstart or are they in the same place as the more progressive “traditional” agencies today?
I would love to see/hear the voice-over that went with your deck for the presentation. If you add that to your slideshare presentation please update it to slideshare.
Thanks again for sharing.
Great question. I think it’s impossible to argue that digital agencies have a head-start as they’re the ones generally collaborating over products already, or serving as the interface for brands in digital environments. That said, replying to Facebook wall posts s is a far cry from actual collaboration, so I don’t think it’s a significant lead.
And I will let you know if VO is ever added. There’s obviously lots missing given this is 45 minutes when presented, but I’ve been asked to present to University of Oregon on this, so perhaps we can stream that.
Thanks again for the comments.
[...] View Comments via bbh-labs.com [...]
I know the research director at Face ( http://www.facegroup.co.uk ) – they’ve been banging the co-creation drum for several years now and doing some nice work to boot.
Absolutely awesome deck. Really really interesting stuff. Also looks stunning. Wowzers
Would love to see Saneel give this speech. Maybe he can partner with General Assembly here in NYC and give the speech?
Darren
Thanks Darren. I’ve actually been dying to check out General Assembly. I heard the space is amazing.
[...] Agencies making digital products should co-create with customer- BBH Labs [...]
Great presentation. I agree with @Darren, it would be great to see Saneel speak.
[...] product with the consumer is a trend I can get behind as a consumer and as a advertiser/marketer. via BBH Labs post. Share and [...]
Excellent stuff. (And great design.)
If I could pick one aspect apart, I’d separate what I’m reading as two themes: the partnering between big and/or ad agencies & small and/or specialty agencies, and the content creation side of things.
To the former, hear hear. Focus on doing what you do extraordinarily well, and partner with those who compliment your needs as they come up. There is no shortage of seriously stellar talent out there who prefer the sleeve tattoos and work at / started organizations to f*** s*** up accordingly.
To the latter point – co-creation as a consumer-driven function – also agree, but less absolutely. The idea of co-creation clearly needs further articulation for brands, as evidenced by the wealth of poorly strategized “Give us your time because you love us, consumer! Love, Brand” executions out in the wild (see Tim Malbon / madebymany; customizing cereal). But it’s great to (finally) see more big recent successes to point to.
Eric thanks so much for the thoughtful comments. Regarding your latter point, don’t forget that I’m referring to actual products. This isn’t about user-generated content or advertising materials. It’s about making actual products, some of which are digital extensions to existing client products, but others that are simply the outcome of what brands and their customers are both passionate about. This isn’t really happening now (I’d love to know of examples), but if LEGO can co-create physical products with fans, I bet brands can figure out how to create digital products with their customers (or potential customers).
Thanks again.
[...] Agencies making digital products should co-create with customers « BBH Labs – funnily enough this is something that Sense Worldwide have been advocating for a while [...]
[...] Agencies making digital products should co-create with customers « BBH Labs – funnily enough this is something that Sense Worldwide have been advocating for a while [...]
[...] I was lucky and came across this talk from BHH Labs about Agencies making digital products should co-create with customers. Takes the Frog Design idea to where a lot of agencies are trying to go. They want to own more of [...]
at least i have a shirt on in that picture . . .
Great brands lead customers:
Apple
Audi
Google
Nintendo
Completely agree that some brands are better at leading, but it’s impossible to say that’s the definition of great brands. Co-creation isn’t for everyone, but highly collaborative brands like LEGO and Google (for whom we do work) have passionate followings are let their customers drive some of what they create. They seem much more likely to be able to get to innovation via co-creation than the more closed brands.
I don’t think one is right or wrong, but it’s an opportunity that’s easier accessed if your company culture is built for it.
Thanks for reading and for the comment, Andrew.
[...] via BBH Labsread the full article here [...]
Im trying to digest this presentation. And ive been researching, is what sense is doing, what you think agencies should be doing? http://senseworldwide.com/our-work/nike
[...] I was lucky and came across this talk from BHH Labs about Agencies making digital products should co-create with customers. Takes the Frog Design idea to where a lot of agencies are trying to go. They want to own more of [...]