I recently wrote about a significant development in the advertising world where clients were asking creative hot shops to come up with brand communication ideas and for larger ad agencies to implement them globally. The implications, I argued, were enormous.
Global advertising agencies become the production shops of smaller agencies that are essentially the ideas company. But there is a logical progression of this that endangers even the smaller agencies, I wrote. If their worth is primarily in ideas and not necessarily the execution expertise that accompanies the idea then they can be replaced by individual creatives who come up with ideas that “traditional” ad agencies dutifully execute.
Well that is already happening and is being spearheaded by an online creative marketplace called BootB which was launched in November 2007. Its concept is very simple, clients post briefs online and anyone - from advertising agencies to individuals outside the advertising industry - can submit a creative solution.
To date 12 briefs have been posted on the BootB site with fees for the creative solution ranging from USD1,260 to USD 100,000. Those submitting the concept do not necessarily implement it. BootB retains 10% of the pitch fee.
The first successful pitch on BootB saw Auchan, an international retail firm headquartered in France, pay USD 19,800 for a concept selected from 38 submissions from 18 countries.
“The planet is really small now for creative talents: a French brand for its campaign in Italy finds the best creative concept online from a group of Russians,” BootB said in a news release. “This result underscores the power of BootB Pitching Engine (and that revolutions are not always bloody... :)”
Below is a promotional video which broadly depicts the winning concept.
The Emasculation of Advertising Agencies