Last year's 4A's Conference was all about co-creation of products, services, and advertising. CEOs of mega marketers described a new world that might or might not be brave. They were not predicting. They say it is here right now.
In this world, we have moved to a stage when product trials, focus groups, and ad testing are old tools. Today, co-creation is the method in which consumers invent the products that fulfill their needs and create the ad to market it, ...