As many traditional ad agencies continue to struggle with the pace of the Internet and emerging mobile and media technologies, some have begun to crowdsource their work. In an attempt, obviously, to generate buzz for their clients. Interesting.
Some agencies claim they're providing their client's with a viable resource. Others claim to have turned a new leaf, in that, they see a true value in tapping the masses for their approval, insights, unfettered talent.
I wonder though, imagine if those agencies had simply opened their existing internal process in the same way. An opportunity for every seasoned professional, within the agency, to add or contribute. To reshape or even vote up or down, the value of the creative being presented.
Hmm. Lower over-head, less revisions and over delivering on client work. This may have even generated ideas that might have been previously inconceivable due to their complete inability to look past their own narrowed perspective for the client. Or even if, the client themselves, had a hard time accepting the creative being presented. The Agency and Client could look to their entire company for support, ideas and innovation.
However, they've decided to simply tap other resources.
After all, it was the Agency's idea to use Crowd Sourcing to generate a new idea.
Like, wow-man.
9.01.2009
Crowdsourcing or Guess work, Part 2
Labels: CP+B, Crowdsourcing, Mullen
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2 Unique Responses:
Amen.
Case in point (see entire article here and it is worth the sign-up): http://tinyurl.com/mknq7p
From Tim Brown (IDEO CEO) Thought Leader Interview in Strategy + Business, on the innovative culture of his firm:
S+B: IDEO is now a global company, at a scale that Edison probably never imagined. How do you keep that kind of culture going at a large scale?
BROWN: We’re not that big, and we traditionally move people around our offices [located in Chicago, Boston, New York, London, Munich, Shanghai, and the San Francisco Bay area]. More importantly, we realized a couple of years ago that most of our best thinking was emerging from within the firm, not from the senior executives. So we built what we called the Tube: a distinctive knowledge-sharing platform. It’s built around collaborating.
At the core is a Web site where every individual at IDEO has his or her own page. On my page, for example, you’ll see all the projects I’ve ever worked on, the experience I have, what I’m going to be doing for the next three months, and my blog. For every project and client, we post stories: how we tackled a question, what we’ve learned from it, who worked on it. Then, in wikis, people who are interested in certain topics share ideas and prototype them together. Our internal discussion group on the social impact of design has tens of thousands of pages.
Tim,
Thanks for sharing. If I recall, we've had these discussions before at Renaissance.
I've written about the topic of Open Source Creative, too.
It would be interesting comparing IDEO's process against a statistical analysis of the top-rated creative schools and successful communications agencies.
I think I learned everything I needed to know in 5th grade art class. ;)
Thanks again for sharing.
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