Upload
blur-group
View
1.274
Download
1
Embed Size (px)
DESCRIPTION
An introduction to the new way to develop your marketing and creative programs - the Creative Services Exchange, covering how crowdsourcing has evolved and how expert sourcing can change the future of advertising
Citation preview
blur GroupThe Creative Services ExchangeTM
Disrupting Madison Avenue: The New Model for Creative Services
How do I use the Exchange?If you have a creative requirement you can use the Creative Services Exchange.
Submit a brief online, from anywhere, including your
Budget Requirements Timescale
Step 1 of 3
How do I use the Exchange?Then the activity on the exchange starts with creatives pitching.
Step 2 of 3
When we've shortlisted the bestyou get to see them - online - and select your preferred creative.
Then you work with them.
How do I use the Exchange?Use the Exchange Now!
Never leave your office, so you're not paying for ours.
Pitches match your budgets - and sometimes come in lower.
Creatives are ready to go when you are - no more delays
Creatives are experts, professional and experienced
The choice is yours.
Step 3 of 3
What is happening to the ad agency business
NOTHING
What is happening to brands?
• More channels• More measurement• More technology
• More digital• More social • More pressure
"We have the ideas. We want
people to carry out those ideas"Chris Edgington
CSX Drivers
Soci
al
Crow
dsou
rcin
g
Clou
d
Crowdsourcing Definition
“Crowdsourcing is the act of taking a job traditionally
performed by a designated agent (usually an employee) and
outsourcing it to an undefined, generally large group of people in
the form of an open call.”
Jeff Howe
blur’s Crowdsourcing Definition
“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.”
Philip Letts
Different types of Crowdsourcing
Competition-based Customer Crowdsourcing
CrowdfundingIdeas Sourcing
Professional Crowdsourcers
Measuring the disruption
2007 2008 2009 2010 20110
2,000
4,000
6,000
8,000
10,000
12,000
14,000
Total Creatives at year end
Measuring the disruption
Q1 2010 Q2 2010 Q3 2010 Q4 2010 Q1 2011 Q2 2011 Q3 2011 Q4 2011
0
50
100
150
200
250
Brief growth
Measuring the disruption
Q1 2010 Q2 2010 Q3 2010 Q4 2010 Q1 2011 Q2 2011 Q3 2011 Q4 2011
$0
$500
$1,000
$1,500
$2,000
$2,500
$3,000
$3,500
$4,000
Average Brief Value
Impact on businesses• Rethink how marketing is sourced
• 10 creative heads or 10,000?
• 'One-at-a-time' approach
• Streamline selection and procurement
• Budgets maximized, costs reduced
• Control returns to the CMO
• Leading to value, transparency, speed, choice, creativity
"Exceptional quality and over-deliverybetter than we could have sourced ourselves"
"I get access to brands that I wouldn't see asan independent - and win the business"
Things that suggest you should considerthe new way to source marketing
"Who is really doing your
marketing?""Do you really
know how your agency retainer
is spent?"
"Are your own ideas lost?”
"Are there projects that
never get off the ground"
"Do your campaigns really
go global""Can you say no"
The Creative Services ExchangeValue, Choice, Creativity
blurgroup.com
"Can you say yes"