Nowadays, successful digital creativity means delivering relevant stories, experiences, and services that build upon online consumer sentiment and trends to capture attention. In fact, sometimes the most creative idea is one we find online, conceived by someone else, that we help nurture and grow. At other times, we can proactively invite the audience to help us with our job, as seen in the surge of crowdsourcing that brands are employing to generate ideas.
The incredible volume of ideas, conversations, opinions, and passions that are percolating online can play a valuable role to inform our creative during brainstorm sessions. Existing ideas can seed new and more compelling ones. Our audience can be an incredible source of inspiration—and they’ll be flattered and excited by the attention. So, don’t think of using audience-generated ideas as passing the creative buck; it’s just excellent public relations.
Stephanie Marchesi, president, Cohn & Wolfe New York
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