Creating the first co-inspiration advertising agency for Famous
Famous, a Belgian advertising agency, wanted to become the first co-inspiration agency in the world by integrating the voice of the consumer in every stage of the creative process.
What did we do?
We launched an ongoing Consumer Consulting Board (also known as online research community) of 150 Dutch- and 150 French-speaking consumers to connect Famous’ strategic and creative minds with the day-to-day stories of consumers. With this approach, Famous aims to create more relevant and impact-oriented advertising.
The Everybody Famous community is giving consumers an active role in advertising. It serves as a window on the target group and provides inspiration in every stage of the campaign development. From emerging trends in the society and the adoption of new media and technologies to campaign specific topics, the stories of consumers are at the core of the Famous creative process.