My talk given during the PANAF IMC Youth Congress Nov 12, 2010

1. Gino Borromeo
Head of Planning
McCann Worldgroup Philippines
Co-creating Brands With Consumers and Other Stakeholders

2. What you will see today is
based on my professional
experience, my own study of
the subject and my personal
point of view about brands.
Co-creation with brands is an
area that is constantly
evolving so this is by no
means the definitive point of
view on the subject.

3. Defining co-creation
How brands are currently co-creating
with consumers and other stakeholders
The future of co-creation with brands

4. Companies own brands,
Consumers make brands a part of their lives.

8. We have a personal stake in the brands
that we care about.

9. In the past, we had limited means to engage
the brands we care about.

10. In the last 10 years, this has changed.

14. With the explosion of media and digital technology,
every consumer can now be a broadcaster.

15. “My experience with JetStar Asia”

18. Product Ideas Communication Ideas
More importantly, every consumer can now be a
source of ideas for brands.
Marketing Ideas

20. In this kind of environment, brands cannot simply
ignore the empowered consumer.

21. There is much more to gain from actively
involving consumers in the management of
the brands they care about.

23. “Creating Together”

24. A process of
collaboration between
producers and users

25. The goal:
Create added value

26. Co-creation is mutually beneficial.

27. It shows customers that a
brand values them.

28. It gives brands access
to fresh new ideas.

29. How brands are currently co-creating with
consumers and other stakeholders

30. Brand
Consumers and other stakeholders

31. Marketing Ideas

36. Product Ideas

40. 11,500 ideas generated by the community
Source: IdeaStorm update presentation by Vida Killian, IdeaStorm community manager
325 ideas implemented by Dell

41. 4,800 ideas generated by employees
Source: IdeaStorm update presentation by Vida Killian, IdeaStorm community manager
150 ideas implemented by Dell

42. Source: IdeaStorm update presentation by Vida Killian, IdeaStorm community manager

45. MMDA + Motorists = Real-time traffic updates

50. Communication Ideas

57. Co-created ideas can
Help a brand become more valuable to its customers
Keep a brand fresh and interesting
Be a source of inspiration for those working on a brand

58. Group Activity #1

62. How else could Coke bring happiness to Filipinos?

63. The future of co-creating brands

64. A unique context in the Philippines

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Source: Millward Brown, 2009
Consumers from Asian countries generally more
enthusiastic about spending time with brands

66. Filipino consumers generally like brands and like to
socialise with them

67. Source: Universal McCann Wave Study, Series 5 2010
66%
74%
of Filipino social media users have
joined an online brand community
of those who join online brand
communities recommend others to join

68. If I care about a brand, why shouldn’t I make it better?

69. Brand
Consumers and other stakeholders

70. Brand
Consumers and other stakeholders

71. A scenario that makes many marketers nervous
Lack of control
Unpredictability
Concern that their brands could be misused or abused

73. Not all consumer-initiated ideas are destructive

74. Today, let’s show how consumers initiating co-creation
with brands can be a great thing.

75. Group Activity #2

76. Think of a brand you care strongly about.

77. Product Idea? Communication Idea?
If you had a direct line to the people behind the
brand, what would you create with them?
Marketing Idea?

79. Each one of us has the power to be a co-creator.

80. @manilapaper
@beaa
@beautheplanner

81. Image Credits: Rockie Nolan, Getty Images, Creative Commons