Belgian advertising agency Famous becomes the first co-inspiration agency in the world by integrating the voice of the consumer in every stage of the creative process. An on-going research community of 150 Flemish and 150 Walloon consumers is connecting their strategic and creative minds with the stories of consumers for more relevant and impact oriented advertising (we at InSites Consulting are proud to work with Famous for this exciting project). The Everybody Famous community (it’s a closed environment) 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. It’s all about discovering and generating those killer ‘insights’ that make advertising and communication really work.

Marc Fauconnier, CEO van FAMOUS about the Everybody Famous community: “Onze communities zijn niet zomaar het nieuwste gadget in reclameland. Het is een structurele ingreep dat de consument op permanente basis een stem geeft in onze processen. Niet als co-creator, maar als co-inspirator van onze campagnes. De consument is te lang een blinde vlek geweest in ons vak. ”