presentation edge amsterdam crowdsourcing
Post on 21-Oct-2014
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The Future of Advertising and Crowdsourcing
Derek Ariëns, Managing Director Edge Amsterdam
Twitter: @edge_amsterdam
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Crowdsourcing is the act of outsourcing tasks, traditionally performed by an employee or contractor, to an undefined, large group of people or community (a "crowd"), through an open call.
CROWDSOURCING
@edge_amsterdam
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WHAT IS EDGE?
@edge_amsterdam
Online creative network that connects young creative talents to work on briefings from brands and agencies.
Based on crowdsourcing, but we call it elite-sourcing, crowdsourcing with the right crowd.
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LONG TAIL Chris Anderson
@edge_amsterdam
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ESMEE IN 2011
ESMEE IN 2007
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@edge_amsterdam
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CREATIVE PROFESSIONALS / AGENCIES
CREATIVE TALENT
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REASONS FOR CROWDSOURCING
@edge_amsterdam
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PR, SHOW YOU ARE INNOVATIVE
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CREATIVE OUTPUT
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CONSUMER TRENDS
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DOWNSIDES OF CROWDSOURCING
@edge_amsterdam
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QUALITY
@edge_amsterdam
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AMOUNT OF REVIEW WORK
@edge_amsterdam
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AMOUNT OF REVIEW WORK
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ORIGINALITY
@edge_amsterdam
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WHEN DOES CROWDSOURCING WORK?
Simple creative tasks (slogan, tastes)
Good guidance of the process
Clarity on Rules and ‘What happens next’
Take your crowd seriously!@edge_amsterdam
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WHY ELITE SOURCING?
@edge_amsterdam
If you deal with creative issues (designs, creative concepts, campaigns) you need people who studied for it.
It is a more efficient process and generates a higher quality.
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WHY YOUNG TALENT?
@edge_amsterdam
• They have fresh and vivid visions and concept ideas.
• They are not limited by agency rules• They are digital natives• They have new forms of communicating• Innovation starts on the edges of the road
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WHY YOUNG TALENT?
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SO, WHAT IS THE FUTURE OF ADVERTISING?
@edge_amsterdam
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WHAT IS EDGE?
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"The room had a Twitter feed, but 70% of the room didn’t know what Twitter was.”-Rob Schwartz, Chief Creative Officer TBWA\Chiat Day
@edge_amsterdam
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THANK YOU!
@edge_amsterdam