Here is an ad for a product that does not yet exist, created by people who don't work for Apple. So, here's my question - how long can an agency model that supplies a few creatives per brand hold up against an army of willing idea contributors with access to cheaper and easier modes of production than were ever available before?
How about a virtual advertising agency - that employs no creatives, but just puts jobs out there for bid and waits for hundreds people to respond with great ideas. That way, the client could get exactly what they want (by selecting from a variety of creative options, instead of one or two storyboards), and the quality of content probably improves. I'm probably not thinking this through all the way, so let's discuss...
I think you need to consider what that would do to an industry that is already effected by speculative work. Asking hundreds of people to put hours of work into the production of hundreds of ads without paying them for that time isn't something that is going to help the design/ad industry gain the recognition and credibility that it deserves.
Would you ask hundreds of accountants to balance your books for you only to pay one of them?
Take a look at this site for a better explanation of what I'm trying to say.
http://www.no-spec.com
Posted by: KSBrennan | August 10, 2006 at 09:37 AM