Crowdsourcing ads – how big a threat is this to ad agencies?

Let’s set aside that this usage of “crowdsourcing” to describe what is essentially a competition is clearly wrong based on the wikipedia definition of the term, and just stick with it for the purposes of discussion…

Brands turning to the concept of crowdsourcing to create their adverts is hardly a new thing (Pringles, Doritos and many others have all been there before) and today’s AdAge story covers UniLever firing the agency behind the cult-status “Peperami, it’s a bit of an animal” advertising since 1993 and turning to startup site Idea Bounty to host their creative contest [note, Idea Bounty don't use the term crowdsourcing on their FAQ page].

The comments on the piece make interesting reading – from one extreme to the other. Some think that clients are playing with fire – what next? “crowdsource your legal issues, perhaps a medical diagnosis, financial advice?” I honestly can’t believe that someone, clearly with a vested interest, would liken an advertising creative professional to a doctor. I understand the desire to protect your trade, nobody wants to be put out of work by amateurs doing your job for fun rather than profit but this refusal to accept crowdsourcing itself as a tactic for even agencies themselves to employ is naive.

Others are more open to the concept, questioning the entrenched: “Are you saying that agencies are the only companies that can find and keep creative thinkers?” says one contributor.

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