Can Crowdsourcing agencies truly replace creative and production agencies?
I have read a lot of articles of pharmaceutical and CPG companies using crowdsourcing to receive creative ideas for their advertisements. In recent years companies like Unilever and Coca-Cola have all experimented with crowdsourcing and received above 40% savings. Will this inspire them to shift completely to crowdsourcing?
No. I also think only a minority of organizations taps crowdsourcing heavily. I think we know which ones those are...
This is a great question (and has prompted me to write something on this very topic!).
I think there is certainly scope for crowdsourcing to help in this area, however I think the chance are good that as the market opens up, sites like Upwork will get more used by large companies. If they can find smaller, more agile, more creative suppliers, then they will likely make savings at the same time as getting quality work. Without the quality, then companies won't move from what they know.
Hi Euan and Samantha,
Thanks for your response. I did a bit of reading myself and I don't think that crowdsourcing can ever truely replace creative agencies. They can atmost take a few services out of creative agencies and manage that more efficiently. Which brings me to my next question, is this model a viable solution for the long term and if so, can smaller advertisers such as Pharmaceutical companies, Agro-chemical companies adopt it?