Getting on-topic
21st July 2006 by Shel Holtz, ABC
Frankly, I’m baffled. I read Carol Kinsey Goman’s post on companies looking outside their own walls for product and marketing ideas. I understood it. If anything, I thought it opened the door for discussions around the concept of co-creation, open-source marketing, and consumer-generated content. Instead, it seems to have attracted some sniping over the way it was written (which was fine by me).
I still think there’s a discussion to be had here around the move away from insulated development of everything from product to marketing creative. If you haven’t had a chance to read the post, take a look and offer your two cents. This is the way the world is moving and there are implications galore for communicators!
August 27th, 2006 at 4:28 am
Shel,
Carol Kinsey Goman’s post is provactive and it directly affects the communication world, counter to what some of her critics say.
The essential element is the big company’s willingness to properly compensate for the new ideas they’re gathering. Unfortunately, some unethical companies — but it tends to be big companies who represent a potential windfall for small companies, including PR and communication agencies — get their creative and tactical ideas through either a formal RFP process or an open exploration only to replicate many or all of the best ideas with the low-price bidder.
I’ve heard this complaint from agencies for years.
PS: the trouble with posting to professional communicators is that everyone is an editor.