Call for Progressive Brands to Join Visionary Pilot Project to Develop Joint Ventures

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Major piece of lifestyle research by Discovery Channel, to be shared with brands on Web 2.0 platform, allowing them to collaborate around insight. New product and service ideas to be co-created in a series of workshops, facilitated by leading innovation consultancy Sense Worldwide, with support from NESTA, the UK's innovation body. Launch event for interested parties to be held on 17th November 2009.

This exciting initiative promises to deliver invaluable learnings around how consumer brands can cost-effectively work together on insight-driven collaborations

Sense Worldwide, Discovery Channel, and NESTA (The National Endowment for Science, Technology and the Arts) today announce the 'Collaborative Knowledge Partner Platform' - a project bringing brands together to co-create disruptive product ideas and joint ventures between them.

The first initiative to use the Collaborative Knowledge Partner Platform is 'Species' - a recent award-winning piece of research into the changing lifestyles of young men aged 25-39 which was commissioned by Discovery Channel and carried out by Sense Worldwide. Drawing on perspectives from over 12,000 young men across 16 countries, the study, which used both quantitative and qualitative research methods, is the most comprehensive piece of research of its kind ever undertaken.

After the publication of Species, the insights derived from the study were kept up to date through Sense Worldwide's editable Web 2.0 platform. The resulting online knowledge-base is of particular interest to complimentary third party brands also targeting this demographic.

The Collaborative Knowledge Partner Platform makes this rich and valuable source of insight available for the first time to a select number of complementary brands who will add to the insight and create conversations around it. Sense Worldwide is hosting a series of face-to-face workshops with consumers and category experts where these Knowledge partners will set out to co-create product ideas and joint ventures between them.

"With ten years experience of running co-creation projects with consumers and experts for our clients, engaging the client organisations themselves in meaningful collaborations like this is an exciting development," said Nick Corston, Managing Director of Sense Worldwide and Project Director. "We're keen to hear from any progressive brands who target this lucrative demographic and are interested in getting involved in the pilot stage of this project".

"The focus of our corporate open innovation work 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?'", said Roland Harwood, Director of NESTA, "This exciting initiative promises to deliver invaluable learnings around how consumer brands can cost-effectively work together on insight-driven collaborations".

"We're delighted to be able to share this foundational insight with other brands", said Claire O Connor, Director, EMEA Research, Insights, Innovation, Discovery Communications Europe Ltd. "We look forward to seeing the output of what promises to be a very interesting project".

A launch event for insight, innovation or marketing professionals from interested brands is to be held in London on 17th November In it NESTA will share findings from other corporate collaboration projects, Discovery Channel will present the Species research and Sense Worldwide will outline the approach and objectives for this project. There will be no charge for attending this launch event or participating in the pilot stage of the project. For more information or to register, contact Nick Corston - nick(at) or visit

More info: Nick Corston at Sense Worldwide t: +44 (0) 20 7025 6040 e:

About the project team

Sense Worldwide - is a Creative Strategic Consultancy with ten years in the business of Insight, Innovation and Strategy - 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.

Discovery Communications - is the world's number one nonfiction media company reaching more than 1.5 billion cumulative subscribers in more than 170 countries. Discovery empowers people to explore their world and satisfy their curiosity through 100-plus worldwide networks, led by Discovery Channel, Animal Planet, Discovery Science and Discovery HD, as well as leading consumer and educational products and services, and a diversified portfolio of digital media services including In Europe, the Middle East and Africa, 13 Discovery brands reach 217 million cumulative subscribers in 105 countries with programming customized in 24 languages.

NESTA - is the National Endowment for Science, Technology and the Arts - a unique body with a mission to make the UK more innovative. They invest in early-stage companies, inform and shape policy, and deliver practical programmes that inspire others to solve the big challenges of the future.


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