Where Do Creatives Fit In?

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. read more