Disrupting Madison Avenue - introducing the Creative Services Exchange

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Disrupting Madison Avenue - introducing the Creative Services Exchange

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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......

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

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  • Let’s kick off with a short video to introduce

Transcript

  • 1. Disrupting Madison Avenue:
    The New Model for Creative Services
    blur GroupThe Creative Services ExchangeTM
  • 2.
  • 3. 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
  • 4. How do I use the Exchange?Then the activity on the exchange starts with creatives pitching.
    When we've shortlisted the best
    you get to see them - online - and select your preferred creative.
    Then you work with them.
    Step 2 of 3
  • 5. 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
  • 6. What is happening to the ad agency business
    NOTHING
  • 7. What is happening to brands?
    More channels
    More measurement
    More technology
    More digital
    More social
    More pressure
  • 8. "We have the ideas. We want people to carry out those ideas"
    Chris Edgington
  • 9. CSX Drivers
    Cloud
    Social
    Crowdsourcing
  • 10. 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
  • 11. 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
  • 12. Different types of Crowdsourcing
    Competition-based
    Customer Crowdsourcing
    Crowdfunding
    Ideas Sourcing
    Professional Crowdsourcers
  • 13. Measuring the disruption
  • 14. Measuring the disruption
  • 15. Measuring the disruption
  • 16. Impact on businesses
    • Rethink how marketing is sourced
    • 17. 10 creative heads or 10,000?
    • 18. 'One-at-a-time' approach
    • 19. Streamline selection and procurement
    • 20. Budgets maximized, costs reduced
    • 21. Control returns to the CMO
    • 22. Leading to value, transparency, speed, choice, creativity
  • "Exceptional quality and over-delivery
    better than we could have sourced ourselves"
  • 23. "I get access to brands that I wouldn't see as
    an independent - and win the business"
  • 24.
  • 25. 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"
  • 26. "Can you
    say yes"
    The Creative Services ExchangeValue, Choice, Creativityblurgroup.com