TBWA has now entered the dating game--for startups. The agency has launched a new mobile app, CoCreator, which it's marketing as a "business speed-dater" aimed at connecting startup founders and CEOs to those who can help develop their businesses.
CoCreator was the idea of Preethi Mariappan, executive creative director of Digital at TBWA Create Lab Berlin and Ulrich Proeschel, VP of Business Development TBWA/Europe. It's meant to work in six simple steps. First, sign up using your LinkedIn profile and your elevator pitch. Then specify your chosen area of collaboration. Third, browse the available experts related to your field. Then connect with those best suited to your needs. After that, converse with those who show interest in your idea. Lastly, develop your business with the help of your new collaborator.
Branding, communications, product and business development gurus from Berlin, Brussels, Helsinki, London, Los Angeles, New York and Paris are currently available on the application. In a video about the idea, TBWA Worldwide director of Media Arts and chairman of TBWA Arts Lab Lee Clow draws parallels between the dynamic this app hopes to create and that between his agency and late Apple co-founder and CEO, Steve Jobs. The latter was collaborative -- Jobs had a great business idea and needed assistance building and promoting his brand, and CoCreator hopes to replicate what Clow fondly refers to as "an amazing ride."