Sense Worldwide Kick Starts Debate Around Co-creation by Publishing Whitepaper and Launching Blog

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As global recession sees R&D budgets slashed, Sense Worldwide's The Spirit of Co-Creation whitepaper brings the business value of collaborative creation to the fore, showing how companies like Nike and Vodafone are opening up and co-creating product ideas and brand strategies with their consumers to commercial benefit. The whitepaper and blog open the floor to conversation around this emergent innovation practice.

We've spent the better part of the last 10 years helping businesses to open up, collaborate and look outside of themselves for inspiration and expertise to inspire truly valuable innovation. There's a great deal of interest in co-creation at the moment and we want to share our expertise and listen to what others have to say around the practice.

Creative strategic consultancy Sense Worldwide has taken the lead again, this time in starting an open conversation around co-creation - the latest business buzzword which is sparking debate across industry and sector boundaries, yet raising eye brows with some who see it as just more hype and unnecessary jargon.

With their whitepaper, 'The Spirit of Co-creation - risk managed creativity for business' Sense Worldwide weighs in on the debate, describing their unique approach which draws on The Sense Network, their global community of 1,800 articulate creative thinkers and doers and has proved successful for many of the world's largest brands for the past decade. The paper then opens the floor to outside opinions to host a conversation on a dedicated blog amongst those engaging with, or just interested in, co-creation.

Jeremy Brown, Founder and CEO of Sense Worldwide says: "We've spent the better part of the last 10 years helping businesses to open up, collaborate and look outside of themselves for inspiration and expertise to inspire truly valuable innovation. There's a great deal of interest in co-creation at the moment and we want to share our expertise and listen to what others have to say around the practice."

With an introduction from Roland Harwood, Director of NESTA, the government-funded body tasked with making the UK more innovative, the whitepaper provides a commercial perspective on co-creation. As Harwood notes, the focus in this endeavour always comes down to "one simple question: 'How do we profitably co-create great ideas outside the organisation and turn them into investable propositions inside?'"

After working with Sense Worldwide on a co-creation project Jason Fulton, Consumer Cultures Manager at Nike EMEA felt that working with "creative, experimental and challenging" consumers is what helped him to generate "a crackling of energy and somewhere new that the brand can go". For more, see a video of Jason Fulton at the London Insight Show: senseworldwide.com/insightshownike

The whitepaper and blog can be found at thespiritofcocreation.com

About Sense Worldwide

Sense Worldwide is a Creative Strategic Consultancy with ten years in the business of Insight, Innovation and Strategy - their approach is called Master Planning for Brands.

Sense Worldwide helps their clients do the right thing by understanding people - co-creating disruptive brand, product and business strategies for global clients like Diageo, Nike, Vodafone, Johnson & Johnson and Discovery Channel with The Sense Network - their 1,800 strong global community of articulate, creative thinkers and doers.

In addition to these consultancy services Sense Worldwide develops and markets consumer insight software tools and collaboration platforms: FYI for socialising insight and CNCT for engaging consumers, experts and hard to reach users in co-creation projects.

Find out more at: senseworldwide.com

In addition to these consultancy services Sense Worldwide develops and markets consumer insight software tools and collaboration platforms: FYI for socialising insight and CNCT for engaging consumers, experts and hard to reach users in co-creation projects.

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Nick Corston
Sense Worldwide
+44 (0) 20 7025 6040
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