eYeka

Originally founded in Paris, France, in 2006 by Gilles Babinet and Frank Perrier, eYeka began as an online crowdsourcing platform for creative content. Babinet, a serial entrepreneur with nine companies to his name, brought his visionary approach to digital ventures, while François Pétavy, who joined as CEO in 2008, leveraged his background in marketing, technology, and business development from his time at eBay and Ubi Soft. The company operated a distinct business model, positioning itself as a strategic partner for major brands like Unilever, Coca-Cola, and Procter & Gamble. It facilitated online contests where its global community of creators would respond to marketing briefs, providing fresh ideas for product development and advertising campaigns. eYeka managed the entire process, from translating marketing objectives into creative challenges to analyzing the submissions and delivering actionable reports, generating revenue through fees for project management and prize payments to winning creators.

The core of eYeka's service was to bridge the gap between large corporations and a diverse pool of international creative talent, effectively marketing *with* people rather than *to* them. By 2013, its community had grown to over 260,000 individuals across more than 150 countries. This model proved successful in generating user-created content that resonated with target audiences, often at a fraction of the cost of traditional agency fees.

In March 2023, eYeka was rebranded as part of Human8, a new entity formed from the merger of ten specialized agencies, including InSites Consulting. This strategic consolidation created a global human-driven consultancy that integrates market research, cultural insights, and strategic activation. Human8 now operates across 23 locations with over 900 employees, expanding beyond creative crowdsourcing to offer a comprehensive suite of services. The firm helps clients understand consumer behavior through qualitative and quantitative research, online communities, semiotics, and data analytics. Its business model is now consultative, providing end-to-end solutions that turn insights into actionable strategies and transformative journeys for brands across sectors like automotive, FMCG, and finance.

Keywords: creative crowdsourcing, co-creation, open innovation, consumer insights, marketing strategy, brand consulting, user-generated content, market research, cultural intelligence, human-driven insights, brand activation, product development, digital marketing, global creative community, consumer engagement, innovation contests, strategic planning, semiotics, data analytics, brand transformation