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 of advertising

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  • Disrupting Madison Avenue - introducing the Creative Services Exchange

    1. 1. Disrupting Madison Avenue: <br />The New Model for Creative Services<br />blur GroupThe Creative Services ExchangeTM<br />
    2. 2.
    3. 3. How do I use the Exchange?If you have a creative requirement you can use the Creative Services Exchange.<br />Submit a brief online, from anywhere, including your<br />Budget<br />Requirements<br />Timescale<br />Step 1 of 3<br />
    4. 4. How do I use the Exchange?Then the activity on the exchange starts with creatives pitching.<br />When we've shortlisted the best<br />you get to see them - online - and select your preferred creative.<br />Then you work with them.<br />Step 2 of 3<br />
    5. 5. How do I use the Exchange?Use the Exchange Now!<br />Never leave your office, so you're not paying for ours.<br />Pitches match your budgets - and sometimes come in lower.<br />Creatives are ready to go when you are - no more delays<br />Creatives are experts, professional and experienced<br />The choice is yours.<br />Step 3 of 3<br />
    6. 6. What is happening to the ad agency business<br />NOTHING<br />
    7. 7. What is happening to brands?<br />More channels<br />More measurement<br />More technology<br />More digital<br />More social <br />More pressure<br />
    8. 8. "We have the ideas. We want people to carry out those ideas"<br />Chris Edgington<br />
    9. 9. CSX Drivers<br />Cloud<br />Social<br />Crowdsourcing<br />
    10. 10. Crowdsourcing Definition<br />“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.”<br />Jeff Howe<br />
    11. 11. blur’s Crowdsourcing Definition<br />“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.”<br />Philip Letts<br />
    12. 12. Different types of Crowdsourcing<br />Competition-based<br />Customer Crowdsourcing<br />Crowdfunding<br />Ideas Sourcing<br />Professional Crowdsourcers<br />
    13. 13. Measuring the disruption<br />
    14. 14. Measuring the disruption<br />
    15. 15. Measuring the disruption<br />
    16. 16. Impact on businesses<br /><ul><li>Rethink how marketing is sourced
    17. 17. 10 creative heads or 10,000?
    18. 18. 'One-at-a-time' approach
    19. 19. Streamline selection and procurement
    20. 20. Budgets maximized, costs reduced
    21. 21. Control returns to the CMO
    22. 22. Leading to value, transparency, speed, choice, creativity</li></li></ul><li>"Exceptional quality and over-delivery<br />better than we could have sourced ourselves"<br />
    23. 23. "I get access to brands that I wouldn't see as<br />an independent - and win the business"<br />
    24. 24.
    25. 25. Things that suggest you should considerthe new way to source marketing<br />"Who is really doing your marketing?"<br />"Do you really know how your agency retainer is spent?"<br />"Are your own ideas lost?”<br />"Are there projects that never get off the ground"<br />"Do your campaigns really go global"<br />"Can you say no"<br />
    26. 26. "Can you<br />say yes"<br />The Creative Services ExchangeValue, Choice, Creativityblurgroup.com<br />