L’agence ADK, 1ère au monde à investir stratégiquement dans la co-création avec eYeka
En France, comme dans le monde entier, les agences de communication font face à une demande croissante de leurs clients pour mieux intégrer dans leurs campagnes, les idées créatives postées quotidiennement par des millions d’internautes. Ces derniers ont, eux aussi, leur mot à dire sur les marques qui font partie de leur vie quotidienne. Les agences peinent à réconcilier leur « business model » qui repose sur la supériorité créative des idées générées en interne, contrairement à un modèle plus ouvert où les consommateurs font table commune avec les professionnels de la communication.
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