disrupting madison avenue - introducing the creative services exchange

blur GroupThe Creative Services ExchangeTM

Disrupting Madison Avenue: The New Model for Creative Services

How do I use the Exchange?If you have a creative requirement you can use the Creative Services Exchange.

Submit a brief online, from anywhere, including your

Budget Requirements Timescale

Step 1 of 3

How do I use the Exchange?Then the activity on the exchange starts with creatives pitching.

Step 2 of 3

When we've shortlisted the bestyou get to see them - online - and select your preferred creative.

Then you work with them.

How do I use the Exchange?Use the Exchange Now!

Never leave your office, so you're not paying for ours.

Pitches match your budgets - and sometimes come in lower.

Creatives are ready to go when you are - no more delays

Creatives are experts, professional and experienced

The choice is yours.

Step 3 of 3

What is happening to the ad agency business

NOTHING

What is happening to brands?

• More channels• More measurement• More technology

• More digital• More social • More pressure

"We have the ideas. We want

people to carry out those ideas"Chris Edgington

CSX Drivers

Soci

al

Crow

dsou

rcin

g

Clou

d

Crowdsourcing Definition

“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.”

Jeff Howe

blur’s Crowdsourcing Definition

“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.”

Philip Letts

Different types of Crowdsourcing

Competition-based Customer Crowdsourcing

CrowdfundingIdeas Sourcing

Professional Crowdsourcers

Measuring the disruption

2007 2008 2009 2010 20110

2,000

4,000

6,000

8,000

10,000

12,000

14,000

Total Creatives at year end

Measuring the disruption

Q1 2010 Q2 2010 Q3 2010 Q4 2010 Q1 2011 Q2 2011 Q3 2011 Q4 2011

0

50

100

150

200

250

Brief growth

Measuring the disruption

Q1 2010 Q2 2010 Q3 2010 Q4 2010 Q1 2011 Q2 2011 Q3 2011 Q4 2011

$0

$500

$1,000

$1,500

$2,000

$2,500

$3,000

$3,500

$4,000

Average Brief Value

Impact on businesses• Rethink how marketing is sourced

• 10 creative heads or 10,000?

• 'One-at-a-time' approach

• Streamline selection and procurement

• Budgets maximized, costs reduced

• Control returns to the CMO

• Leading to value, transparency, speed, choice, creativity

"Exceptional quality and over-deliverybetter than we could have sourced ourselves"

"I get access to brands that I wouldn't see asan independent - and win the business"

Things that suggest you should considerthe new way to source marketing

"Who is really doing your

marketing?""Do you really

know how your agency retainer

is spent?"

"Are your own ideas lost?”

"Are there projects that

never get off the ground"

"Do your campaigns really

go global""Can you say no"

The Creative Services ExchangeValue, Choice, Creativity

blurgroup.com

"Can you say yes"