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Issue 29 - 03 | Co-Creation Rules!

By James Cherkoff & Johnnie Moore
Published Dec. 4, 2006 11:55 p.m.
Cherkoff and Moore present inspiring examples of open source marketing that prove engagement trumps control in maximizing customer experience and making meaning. It may be a platitude to say that two heads are better than one, but this manifesto features collaboration in a whole new light—between company and consumer.

About James Cherkoff & Johnnie Moore | James spent the first eight years of his career in PR at global marketing consultancy Burson-Marsteller. There he managed programmes for Unilever and Accenture, which he then joined. In ’98 James moved online as Client Services Director at the web design agency Bluewave before founding and managing Pumpernickle, a consultancy focused on Internet Culture. The company's first assignment was a major strategic review on behalf of James Bond Enterprises Ltd, which which went deep into the world of MMORPG and how the web distorts traditional notions of IP. In 2003 James brought together his PR and online experience at Collaborate Marketing. Today, the consultancy helps companies in Europe and the US understand and operate in networked media environments. James is editor of the blog Modern Marketing. He also contributes articles to the FT, BBC, Independent, Guardian and Ad Age. James speaks at conferences and events around Europe and the US, including MIT MediaLab and Reboot. He is also founder and presenter of Open Sauce Live - commercial seminars for 21st century marketeers. James lives in Hackney, London with his partner and daughter. When he isn't knee deep in blog-world he is likely to be found watching and discussing Arsenal FC, cooking spicy food, drinking Rioja, running around Hackney Marshes, reading horrific crime novels or playing peek-a-boo. Johnnie started his career as a researcher and speechwriter to Lord Sainsbury before going into advertising. He started his own marketing consultancy in 1988. In recent years, he has focussed more on the human side of organisations and trained as a facilitator and frequently used methods like Open Space to support unconferences. He thinks marketing in future will be more like facilitation. He keeps his own blog, johnniemoore.com/blog as well as running Open Sauce Live workshops with James, and speaks at conferences and events around Europe too. Johnnie’s recent clients have included National Public Radio, the BBC, Channel 4 and Johnson and Johnson. He is also a level 60 Human Mage in World of Warcraft.

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