Got any ideas to spare?
Very interesting article on the AdAge website this weekend, asking whether creativity can be crowdsourced.
The answer is of course it can. But so what?
The article by Garrick Schmitt argues that new tools and technology are forcing big changes in the advertising industry.
No surprises there really. But are these changes going to lead to bigger and better ideas?
In my humble opinion no.
Not always no, but mostly no.
Why?
Because having ideas is often the easy part. It takes an agency client relationship built on trust and respect to bring a truly original idea to fruition.
So yes a creative tender of sorts may result in a collection of inspirational ideas.
But as anyone who has ever produced an award winning idea will tell you - the idea is only the beginning. Not the end.
Labels: advertising, ideas
posted by Stan Lee at 7:33 pm
8 Comments:
You 'aving a go Stan?
Does that mean you aren't playing?
There's a difference between "can" and "should."
oooOOOOOoooooh.
Link to AdAge article:
http://tinyurl.com/dk8t69
It also means that, while you may widen the net for great ideas, you will also pick up more shit ones with you bigger net.
The result is that you will have more shit options to potentially pursue and debate before you determine it won’t work and thus waste time. It’s a risk, sure it won’t happen every time, but it is definitely a risk.
I agree. My company (http://www.stinsonbrandinnovation.com) recently employed the help of CrowdSource and 99designs for a project we had been assigned to.
It was a great opportunity to check out what these two services could do and how we could team up to create some great ideas together. We got a lot of responses -- but not the level of results we were expecting. I think this is because as a team, we understand each others ideas and collectively are working towards the same goal.
Crowdsourced work comes from people who may not feel the need to perform to that same level if they don’t know the ultimate outcome.
Traditional marketing methods don't work as well as they used to. It would seem that consumers of today have built up a resistance to traditional forms of selling and advertising. The more you sell the more people resist it. The new systems of attraction marketing, magnetic sponsoring and front end funded proposals offer a really big leverage for any marketer. Integrating these authority networker methods into your business will allow you to develop personal relationships with existing clients and become a person of value, so that they have the underlying feeling of attraction and want to come back for more.
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