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Can you imagine your clients designing your next hit product? Or paying a tenth of what it would cost with an agency to develop an excellent advertising campaign? These are just some of the advantages of co-creation. Expert on marketing and innovation Mohanbir Sawhney focused on this key theme during his opening speech at the World Marketing Forum Mexico.

“You don’t control your brand, your brand now belongs to your clients,” challenged Sawhney. So what do you do? There is only one option: to take advantage of the creative potential of your clients and engage them. After all…”the conversation and the debate about your product is happening on social media with or without your participation,” said Sawhney. So participate and co-create alongside your clients! In the following we discuss what this strategy is all about and the distinct type of collaboration you can achieve.