Real-time creative marketplaces are a threat
November 24, 2009
Take a trip to 99designs and you will get very scared. This is a marketplace for all kinds of design projects where clients can post briefs and get fast turnaround responses.
It’s very easy on this site for designers to find jobs and post their responses for all to see. I found it incredible that on the site a private equity firm received over 500 entries for its brief for a logo design, but more than that, 500 entries for a $600 prize!
Clearly we’ve reached a point where there’s a surplus of creative talent in the world; the barriers to entry have been reduced so dramatically that a laptop, an internet connection and an Adobe program is all you need to compete.
While this type of crowd-sourced competition would have been frowned upon years back and people would critique the quality of the creative solutions, this is probably no longer the case as you can tell from the standard of the entries for the logo. While they might not quite be up to the standard of the “best-in-class” creatives, they are way better than average.
It’s a far flung concept to imagine all kinds of creativity being disintermediated from its current home. All that’s needed is some scale, some names and a track record and this will happen.
While the surplus of creative talent is one factor, another reason for the appeal of this type of solution is the requirement for more creative content for less money.
Agencies need to think twice before dismissing this stuff, it’s a real threat and you can see clients who are increasingly finding their responsibilities stretch beyond marketing finding the simplicity and straightforwardness of these solutions very attractive.
In such a world, it’s imperative for agencies to prove their value across disciplines and show how they can transcend the perception that creative is just about executing.
Posted by Ed CottonNext post Previous post
|Post superbowl 2007- is it time to re-think the creative department?
Yesterday's Superbowl thrust the best in consumer...
|The creative pain and potential of real storytelling
It's been said that there are only 7 available...
|Tbwa london goes crowdsurfing for creative ideas
TBWA London recently set up a blog they will use...
|The real power and threat of social networks
"The deep structure of future human connection is...
|Making corporations more creative
The theory that ideas have become the most...