For decades companies have turned to advertising agencies to help market their products and services. While pushing the boundaries in research, planning and creative, industry leaders like BBDO Worldwide, Ogilvy & Mather and Saatchi & Saatchi have successfully catapulted their clients and firms to new heights.
And while it’s safe to say that these organizations are more relevant today than ever, the rise of “crowdsourcing” is challenging Madison Avenue’s elite and CMO’s everywhere to re-think how they manage their client’s creative process.
As defined by Wikipedia, crowdsourcing is “the act of outsourcing tasks, traditionally performed by an employee or contractor, to an undefined, large group of people or community (a “crowd”), through an open call.”
Since Jeff Howe (@crowdsourcing) coined the term “crowdsourcing,” in his 2006 Wired article “The Rise of Crowdsourcing,” the debate between early adopters and adversaries on the validity of this process continues. However, it’s becoming more apparent that those who are refining the crowdsourcing model are beginning to win this battle.
In a recent post written by Blue Focus Marketing, Ignacio Oreamuno, president of crowdsourcing agency GiantHydra seemed to sum up the state of crowdsourcing by saying,
“Once change comes in, there’s no way you can stop it.”
And while crowdsourcing continues to attract the attention of corporations like Chevrolet, Amazon and DuPont, thought leaders like Philip Letts (@philipletts), Peter LaMotte (@peterlamotte), Epirot Ludvik Nekaj (@LPlus), Cheryl Burgess (@ckburgess) and Mark Burgess (@mnburgess) are leading the charge to communicate the benefits of managed crowdsourcing 2.0 to agencies and CMOs.
According to Peter H. LaMotte, President, GeniusRocket (U.S.):
“The first generation of crowdsourcing was focused too much on the size of the crowd. Platforms were more concerned about whose is bigger more than whose is smarter”
“This second generation of crowdsourcing is focusing on quality, the quality of the crowd and the quality of content they produce.”
Through this insight a new appreciation and approach for what’s now considered “Crowdsourcing 2.0” has emerged.
In a recent post by London’s blur Group titled, “Crowdsourcing 2.0 is good for you, your brand and your agency,” Philip Letts provides a shift in the Crowdsourcing 2.0 philosophy through a new definition that reads:
“Crowdsourcing is the act of taking a job traditionally performed by a retained agency and outsourcing it to a defined, large, expert group of professionals in the form of a managed call.”
With this recent shift towards a managed process, agencies like Mullen, Ludvik + Partners, and Victors & Spoils have become, if not completely committed to, more invested in shaping the future of Crowdsourcing 2.0 than ever before.
“Mullen is continually using innovation to deliver results for our clients,” Michael Ancevic, (@mancevic) SVP Group Creative Director at Mullen said. “To that end, we’re very mindful of crowdsourcing and the benefits it offers.”
“How Crowdsourcing is Changing the Advertising Business”
Crowdsourcing Advertising and Business Panel [VIDEO] – Internet Week, New York, 2011
Videos From: Ludvik + Partners & Collective Bias | June 22, 2011
Moderated by: Mike Martoccia from Top Coder
From Left to the Right:
Peter LaMotte from GeniusRocket
Matt Mickiewicz from 99designs
James Sherrett from AdHack
Claudia Batten from Victors and Spoils
John Andrews from Collective Bias
Randy Corke from Chaordix
Rob Salvatore from Tongal
Epirot Ludvik Nekaj from Ludvik + Partners
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