Embracing Co-Creation for Innovative Campaigns

Written By Kasper Sierslev

The Co-Creation Advantage in Marketing

Have you ever tried to solve a puzzle, only to find a piece missing? Frustrating, isn’t it? The world of marketing often feels akin to this—a jigsaw puzzle with that one elusive piece always just out of reach. Could co-creation be the piece we've been so fervently searching for?

Creativity is the lifeblood of innovative marketing campaigns. Yet, as in-house teams expand and the weight of corporate culture sets in, that vibrant creative pulse can start to wane. The "2023 In-House Barometer" study sheds light on this growing concern.

Key Findings from the 2023 In-House Barometer

  • Outside-In Perspective: The increasing need for marketing professionals to adopt an 'outside-in' perspective.
  • Time Constraints: 66% of professionals within in-house setups admit they’re bogged down by meetings, leaving limited time for creative work.

Blending the Best of Both Worlds

Do you recall those childhood stories where two unlikely allies join forces? Our co-creation approach echoes this sentiment. In-house experts join forces with the Travel Team creatives. Together, they form a formidable pair.

In today's era, where unique ideas are gold, relying solely on internal teams or external agencies is insufficient. The future lies in their synergy.

Introducing Co-Creation

Designed to champion collaboration, our co-creation methodology marries the best of both worlds.

  • Assembling the A-Team:
    • In-house agency stalwarts revered for their brand prowess.
    • Travel Team creatives with a refreshing external viewpoint.
  • The Two-Day Creative Sprint: A focused ideation phase minimizing prolonged meetings and maximizing creativity.
  • Marrying Brand Essence with Fresh Ideas:
    • In-house team ensures brand consistency.
    • Travel Team introduces unconventional ideas.
  • Regular Pitstops for Alignment: Integrates checkpoints to ensure alignment with client goals.
  • Open Communication Channels: Celebrating open dialogue ensures every voice is valued.

This model heralds a transformative phase in campaign ideation teeming with richer ideas and groundbreaking solutions.

Leading the Shift

The tides of the marketing realm are shifting. Through co-creation, we don't just adapt; we spearhead it.

The next time your marketing strategy feels stuck, could melding in-house expertise with external creativity be the answer? Remember, sometimes, two heads (or teams) truly are better than one.

Kasper Sierslev

Kasper is the Chief Creative and Commercial Officer at ZITE. An expert in in-house marketing setups, he has authored two best-selling books on the subject and collaborated with major international brands such as Apple, Lego, and Mars.

He has founded and led the in-house creative departments at Maersk, Georg Jensen, and Saxo Bank, and has assisted other organizations and brands in establishing their teams.

With over 20 years of experience in the advertising industry, Kasper has been recognized with international awards, including the European Digital Awards, Cannes Lions, and Muse Creative Awards.

Dedicated to nurturing creative talent, Kasper founded and continues to teach a content marketing course at The Danish School of Advertising.

Whether discussing the state of the in-house creative industry, sharing the pros and cons of in-house models, imparting wisdom on workflows and processes, or speaking on creativity at seminars, podcasts, or conferences, Kasper's insights are highly valued.

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