Asatsu-DK partners with co-creation community eYeka

The tieup will see ADK able to tap into eYeka's online community of 200,000 consumers around the world, giving it access to consumer generated ideas and content. The partnership took effect on 1 December.

Kenichiro Omori, head of global business division, ADK, said these sorts of partnerships were the way forward for agencies wanting to ensure they were at the forefront of consumer thought and preferences. "The duty of an agency is to embrace change before its clients do so we have decided to take the lead with a new, open model where we integrate consumer ideas from start to fuel creative ideas, to produce fresher campaigns that will truly resonate with audiences worldwide," he said.

By using the content creation community, he estimates ADK will be able to deliver campaigns generated by a brand's own fanbase within a matter of weeks from the original brief.

François Pétavy, global CEO of eYeka SA, agreed. "Consumers are very eager to contribute in building the brands they support," he noted. "By engaging them at the onset of the creative process, agencies have a unique opportunity to gather fresh thinking, fast, that could help deliver more innovative campaigns that truly connect with a generation that wants to be involved".