Very interesting indeed Andrew.... So you mean that our job in the future will be limited to be a framework for all of these ideas coming from the crowdsourcing process... I have to admit that sounds kind of frightening at a first glance... however, it sounds so true due to the actual trends... However, we could argue that this is already something creative to think about crowdsourcing as a way to get ideas for a campaign... I could argue aslo that ideas are not enough... in our jobs, we need ideas that serve some objectives and deliver some messages.. so if everybody can find ideas, I want to believe communication ideas still need to come out from a brain trained to communication/marketing/PR... I can often see some Digital campaign which are funny, hilarious and which are really successful on the web in terms of diffusion... however, most of the time, the message behind is totally hidden....So I guess that's what you mean by "Agency as Brand Guardian"... saying that we are the guardians of the messaging and the content.. but what if the idea does not desserve the objectives or messages we want to deliver? I mean for me, an idea is already a message by itself... if this is wrong, you can still add to it every messaging on it... that just won't work... well that's my opinion... about ideas coming from crowdsourcing...
However, that said, I totally agree with consumers working with brands throughout the entire creative lifecycle... I would even say the entire "communication" cycle... buidling a brand is a process coming from a dialogue between two entity: a company and a public! Looking at this, involving the second one in the communication making process from A to Z seems to be totally natural.
Very interesting indeed Andrew.... So you mean that our job in the future will be limited to be a framework for all of these ideas coming from the crowdsourcing process... I have to admit that sounds kind of frightening at a first glance... however, it sounds so true due to the actual trends... However, we could argue that this is already something creative to think about crowdsourcing as a way to get ideas for a campaign... I could argue aslo that ideas are not enough... in our jobs, we need ideas that serve some objectives and deliver some messages.. so if everybody can find ideas, I want to believe communication ideas still need to come out from a brain trained to communication/marketing/PR... I can often see some Digital campaign which are funny, hilarious and which are really successful on the web in terms of diffusion... however, most of the time, the message behind is totally hidden....So I guess that's what you mean by "Agency as Brand Guardian"... saying that we are the guardians of the messaging and the content.. but what if the idea does not desserve the objectives or messages we want to deliver? I mean for me, an idea is already a message by itself... if this is wrong, you can still add to it every messaging on it... that just won't work... well that's my opinion... about ideas coming from crowdsourcing...
However, that said, I totally agree with consumers working with brands throughout the entire creative lifecycle... I would even say the entire "communication" cycle... buidling a brand is a process coming from a dialogue between two entity: a company and a public! Looking at this, involving the second one in the communication making process from A to Z seems to be totally natural.