Paul Howell
Dec 7, 2011

Asatsu-DK partners with co-creation community eYeka

TOKYO - Japanese agency Asatsu-DK (ADK) has signed an exclusive strategic partnership in Japan with consumer co-creation nertwork eYeka.

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".


Related Articles

Just Published

7 hours ago

Tech Bites: Week of August 15, 2022

News from Coca-Cola, Nielsen, Hivestack and more.

8 hours ago

Serena Williams: Inspiring brand lessons from the GOAT

Williams is as much a master on court as she is off-court when signing major brand deals and honing her personal brand. Brand experts pick out lessons to pick up from the tennis legend.

12 hours ago

Dentsu scores high with a third of the wins in June

Global new-biz round-up: However, the largest account was picked up by WPP’s Mindshare.

18 hours ago

M&C Saatchi and the brutal complexity of (being) bought

Why the hold-up in the takeover process and where are things now? Campaign explains.