Collaboration is everywhere
Jeremy Rifkin, one of the most respected economists of today, has just predicted the end of capitalism as we know it within the next 50 years. It will evolve into a new “sharing economy.”
We share rides with strangers we just met online, co-fund projects we are excited about, sleep on foreign couches for free to have a more local experience and share open work spaces with fellow freelancers.
On our business side, there is a boom of online crowdsourcing platforms that we use at MSLGROUP Italy to supply content to some of our clients’ events, with great success.
It’s a new way to do things. And it impacts every aspect of our society. Including the way we work.
Let’s do a quick exercise: think of the last time you executed an idea for a client that was 100% yours. Chances are, you can’t remember. Ideas, at least the really good and strong ones, are the fruits of brainstorms and collective insights.
But internal brainstorms are not enough anymore, because more and more often, these ideas are subject to external interpretation. In reality people have always interpreted ideas and formulated their own opinion about it. But with the exponential growth of social media, these opinions are now posted and discussed online, and influence varying degrees of positive and negative outcomes.
Co-creating the brand’s messaging
So how can we make sure our ideas are correctly communicated? Before, the answer was to work with influencers to ensure our message would hit the right target and generate the least amount of negative scenarios possible.
Within this new collaborative scenario, it’s all about bringing to the fold people that share a common ground with the brand and can participate and share their input on the elaboration and communication of the brand’s ideas. Think of them as partners of the brand’s ideas, influencers that collaborate to create and produce the messages that they will then help spread.
Here at MSLGROUP Italy, we’ve already started implementing this philosophy.
Take as an example our work for Chicco, an Italian baby care brand that promotes happiness and strong bonds with their target: Mums. To better amplify their messages of happiness and early child development, we identified an active mummy blogger network and partnered with them to better understand their behaviour; crowdsourcing, in a way, ideas that would later be used by our client and proudly amplified by the same mums we collaborated with.
The results were great. Influencers were happy to be listened to, and proud to communicate the brand’s messages, because they felt they were an active part of Chicco’s planning and communication process. For the brand, this approach ensured less communication-noise, longer-living messages and stronger bonds with the target.
In the near future, our plan is to start collaborating more with our key influencers. After all, we are all creative beings and we can all help create a better future for creativity.
Workshop at a Chicco store with celebrity guest Francesca Valla and a group of mum bloggers.
This post is a part of our People’s Insights report The Future of Creativity, in which experts from MSLGROUP and some from Publicis Groupe identify 15 drivers for engaging creatively in 2015.