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“We have essentially made ourselves a full-service
media and creative shop that goes beyond just
having a sales team. In addition to the traditional
sales groups, we have a marketing communications
group, creative services, and a client solutions team
that works directly with marketers. For the most
part, we execute all of the ideas.”
Marketers that expect to do more
business directly with media companies:
Marketers that expect to do more
business with agencies:
① Work is no longer a place.
② The biggest friction point for
businesses is ﬁnding,
vetting, and hiring workers,
and online talent exchanges
remove that friction.
③ The web lets you ﬁnd the
best person to do anything
How the creatives feel about it
“The virtual thing totally liberates. There’s little judgment and
there is mutual respect to let ideas out and see if they go
somewhere. You ﬁlter but not as much as if you are in a room
with someone.” – Expert, The Kernal
“The great thing about Ideasicle is that you can carry the info
around in your head and when inspiration strikes, you can share,
collaborate, comment right then and there.” – Expert, Manifesto
“There’s something freeing about it and I love the soup of POV’s
we’re cooking on each assignment.” – Expert, Twang
“The new creative process Giant Hydra is trying to forge is one
where anybody in the team can help an idea grow, and average
ideas can grow into great ones rather quickly.
The result has agencies and clients receiving massive amounts of
high quality ideas in less time and at lower costs.
The agency retains its leadership role, remaining in charge of
crucial elements such as media and production. The agency
develops and maintains strategies, and of course continues to
foster its relationship with the client. The only major change is
that the conceptual process is handled by the best and most
talented people available in the world.”
Dimensions of Adaptive Marketing
1. Puts insight gathering at the center of marketing efforts.
2. Marketers and agencies take a more ﬂuid approach to marketing budgets.
3. All parties embrace a continuous beta mentality.
4. Agencies act as both creators and curators.
5. Agencies are part of a federation of marketing relationships.
6. Marketers avoid one-size-ﬁts-all solutions in favor of modular solutions.
7. Success is measured in real time (agile measurement).
platforms are making it ever
simpler to manage and
support distributed workers.
In essence, the crowd has
become a ﬁxed institution
available on demand.”
Kevin Bourdreau and Karim Lakhani
“Using the Crowd as an Innovation Partner”
Harvard Business Review
The Open Source Model
Done in-house as a core competency of the ﬁrm.
Expert-sourced or crowdsourced, with agency as intermediary.
Assigned to outside resource with minimal direct involvement from agency.
Three types of open source contributors
① Contestants (Crowdspring, etc.)
② Collaborators (Ideasicle, etc.)
③ Contractors (Guru, etc.)
Leaf 1: The 'core staff'
Experienced, highly trained professionals, essential to continuity and
maintaining detailed knowledge of organizational aims, objectives
Leaf 2: A 'contractual fringe' of specialists.
May include people who once worked for the organization but now
supply services to it. This group operates within broad guidelines
but have a high degree of ﬂexibility and discretion.
Leaf 3: A ﬂexible work-force of part-time roles.
Specialist providers who are added and subtracted as needed.
Are any agencies really starting
to work this way?
HOW AND WHY AGENCIES ARE USING OPEN SOURCE SOLUTIONS
Ì To get more ideas than the internal creative group can develop
Ì To meet fast deadlines
Ì To handle quick-turn projects
Ì To fulﬁll low-margin assignments proﬁtably
Ì To help generate ideas for new business opportunities
Where from here?
§ Learn more about crowdsourcing before your
§ Experiment with open source assignments before
your clients do.
§ Introduce your clients to the idea that because
your objective is to solve marketing problems as
effectively as possible, you can serve them as both
creators and curators.
§ Get comfortable with the fact that organizations
of all types – agencies included – are being
redeﬁned beyond their four walls.
Author and New York Times Columnist
“Globalization and the information technology
revolution have gone to a whole new level.
Thanks to cloud computing, robotics, wireless
connectivity, Skype, Facebook, Google, LinkedIn,
Twitter, the iPad, and cheap Internet-enabled
smartphones, the world has gone from
connected to hyper-connected. This is the single
most important trend in the world today. “
“Positioning for Professionals” by Tim Williams