THEY LAUGHED WHEN I SAT DOWN AT THE COMPUTER…but when i started to IDEATE

By - CTL
August 25, 2017
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By Alex Wadelton, Executive Creative Director at ZOO Group.

Last week I was recommended an article on Linkedin for the crowd sourcing creative platform Crowdiate.com. On it, Maltesers had posted a creative brief asking for advertising ideas for video, display or experiential. The top prize was/is USD$3000 with a total pool of $7500.

In this brave new world of user generated content, crowd-sourcing, outsourcing, and ideation in creative sand-pits, it got me thinking deeply at the future of the advertising industry.

My first thought was, “Holy crap, we are all in trouble.” Surely clients need the expertise of professionals to help guide their brands.

But then I wondered if I was being too precious, and this was in fact a genius way for clients to get heaps of ideas for next to nothing with no risk.

Should I, for one, welcome our new digital overlords?

With this confusion swirling in my head I was moved to write an ad for Crowdiate, based on the inspiration for every single click bait native ad around today- the (in)famous U.S. School of Music print ad from 1926, written by John Caples.

Maybe it will help you decide if brands getting ideas for next to nothing from hundreds of people willing to do it for the fraction of the usual cost is good or bad.

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