The 100%Open open innovation process that we have adapted for Branding Talent in 2009 has made the initiative more efficient and effective. It takes a lot of pressure off the corporate client and focuses their time and attention on pre-selected and pre-developed ideas that are relevant and coherent. The independents benefited from a clearer, better brief and from a straightforward and fair process that has complete clarity around IP ownership. This process protects both constituencies – the indies and the corporates – and provides neutral, uncontentious ground in which they can come together productively and profitably.
Steve Taylor, Director of Development & Innovation Aegis (UK)
Shop Direct group is a massive home shopping organisation that has moved online in a big way over the last few years, launching its Very brand in July 2009. Branding Talent ’09 was a competition amongst young digital designers to find new ways of connecting with young adult female shoppers and making the on-line shopping experience more convenient, social and fun.
The competition was devised by Just-b productions as part of bTWEEN, their annual digital media forum. It was run in partnership with Aegis and 100%Open, who acted as the ‘Trusted Agents’ judging, mentoring and developing new ideas in collaborative workshops before final presentations to Shop Direct. Unlike many such competitions, the main incentive was a commercial commission rather than a cash prize.
Small creative companies and freelancers from across the digital media industries were invited to enter seed ideas of 150 words responding to Shop Direct’s call for new ways of connecting with their customers. Each entry was assessed on technical feasibility, response to the brief, format innovation and entrants’ ability to deliver. Our of nearly 5o entries, 5 new products were presented to Shop Direct are currently under active consideration and trial.
