mullen
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- randommail0
crowdsourcing = mASS
Everything in this world follows some sort of centrifugal force towards the extremes. The wealthy vs. the poor. Liberals vs. Conservatives. And I think this holds true in the design. This
centrifugal force will simply continue to widen the gap between mass and bespoke. It's time to embrace one side or the other.
- akrokdesign0
Unilever has recently decided to drop its ad agency of 16 years, Lowe, and have turned to the crowdsourcing platform IdeaBounty to find creative ideas for its next TV campaign. Unilever has worked with Lowe on the snack food brand Peperami since 1993, but have decided to submit their brief out to the public, rather than a small team of creatives.
- gramme0
"The single thought I’d like you to take away is this. ..."
How much you wanna bet this guy is the sort of douche who makes the goal post sign with his hands while delivering his "take" or his "vision" or an approach that's "actionable."
Drives me nuts when people set up statements like that. I try to avoid doing it at all costs. "Here's my take." "Are you ready?"
Rhetorical jackanapeses, the lot of them.
- scenek0
"The single thought I’d like you to take away is this. Crowdsourcing is not just about competitions and exploiting the audience; it is about co-creation and allowing consumers who demand participation a chance."
ehh, so now brand interaction means giving consumers the 'privilege' to be unpaid designers for a day? how noble.
- akrokdesign0
greed, that's what it's all about. just look at who it benefits most.
- Name one successful "crowdsourced" project though, I've yet to see a single oneukit
- i see your point. i was talking more about that a client pays big amount, to the big agency...akrokdesign
- now, they get some super cheap labor(s). it the same as direct sales. they cut the middle man in between.akrokdesign
- success are not measure in how great it's design etc.akrokdesign
- Yeah but still dude...it's all theoretical at this point...no one is even making $ doing what you're saying except 99Designsukit
- and Crowdspring at the very low end of the market...look at how laughable that Talenthouse site isukit
- ukit0
What's the deal with all these agencies tripping over themselves so fast to find a way to make crowdsourcing work? It's kind of embarassing to watch...
- Nostradamus0
^ All of those projects are shit shit shitty.
- akrokdesign0
BBH is into the "deep shit" to. but under a other name, of course.
http://www.talenthouse.com/- NYT: Bartle Bogle Hegarty in London, is trying its hand at crowdsourcing, too, through a company named Talenthouse in Mountain View, Calif.,akrokdesign
- http://www.nytimes.c…akrokdesign
- akrokdesign0
even if this isn't any new, it's growing pretty fast. it's trendy, it's in own way. plus tons of cash to save, other wise the big boys wouldn't enter the shit hole. too bad they did.
- Is anyone really saving cash though? Or just burning it to try out these gimmicks?ukit
- Peter0
"At my agency, Mullen, we’re experimenting with it ourselves"
Big deal. I've been experimenting with myself since my early teens.
- monNom0
In the end, there's nothing new under the sun. The ability to 'crowdsource' isn't new, and it's just as likely to displace professionals as it's always been.
I get the impression that these contests result from a lack of quality minds in the marketing department. It's easy (read: lazy), to put out a call for entries. The thinking being that they will "pick the best entry". I doubt those same minds, too lazy to think for themselves, will have much success plucking the brilliant ideas out from the rest of the noise.
- akrokdesign0
"Unilever is testing whether crowdsourcing can be a long-term strategy for one of its British brands -- and the result could have far-reaching consequences for any number of agencies on the consumer-goods giant's roster."
full story: http://adage.com/globalnews/arti…
- akrokdesign0
it’s great for the greedy and bad for the rest.
- ukit0
http://edwardboches.com/the-batt…
"The fact is we’re well on our way to having so many communities, YouTube videos and social media exchanges that we’re quickly moving from conversation to cacophony. Eventually what will stand out from the noise will be great content and creative ideas. Sure they may be crowdsourced, user generated, and closer to the production quality of the typical YouTube video, but regardless they will need to be interesting, memorable and emotional.
And guess who knows how to do that? Creative agencies like Goodby Silverstein and Partners. They’ll certainly be among those who figure out how to create, source, inspire and distribute that kind of content. Maybe they’ll do it themselves; perhaps they’ll simply become curators, brokers or the teachers for many individuals learning to do it themselves. These companies may look different, but they’ll still be around."
Apparently the only ones immune from technological change are people at the top levels of big agencies.
- ukit0
Is it just me or does this read like a Spinal Tap or Best In Show of advertising?
http://edwardboches.com/let’s-pu…
Maybe it's cause I never worked in management at a big agency, but all these buzzwords make me LOL.
- Sry - meant to link to top of story
http://edwardboches.…ukit
- Sry - meant to link to top of story
- monNom0
The low cost/benefit of crowdsourcing competitions leads to stolen/plagiarized work crowding out legitimate work. The benefit is too low to spend time on legitimate work, vs stealing a final product and adapting it.
A better use would be to create things that would be costly/impossible to achieve without crowd participation. It needs to be something where everyone involved is able to point at the end result and say 'I was part of that'. Or where everyone is compensated for their small contribution. Like a wave at a sports game. or reCAPTCHA http://recaptcha.net/
- zenmasterfoo0
Doesn't he lose respect from the designers he employs by crowd sourcing? I don't think it would fair too well here, nor anywhere I know. This may have been answered already in any number of commented articles, but I'd rather source a response from the group than actually do the work to read....
- Nostradamus0
You guys will see me bitching in the comments section from a few weeks back, and I'll repeat a point I made there, here.
What's so truly ironic about the whole CP+B outsourcing thing is that Alex Bogusky is the son of two designers. Alex actually was educated and started out as a designer, per his mothers advice that a designer would be a good career path. And Alex worked as a designer for Crispin Porter before ascending to his throne.
It's likely that had he begun his career in a field inundated by crowdsourcing and competing for $100 every day, he'd had never risen above the din of his peers.
He is helping destroy the industry that made him.