Tuesday, February 03, 2009

Crowd sourcing the creative brief

Here's a neat crowdsourcing play: Idea Bounty shared with me by Scott Gray.

I'm a big advocate for what I describe at BrandoSocial (where I work) as social brief creation: the process of creating the idea for implementation alongside those closest to the thing being produced and alongside those for whom the message is intended.

It should be a process of co-creation with the added benefit of achieving real buy in from clients and receipients (that which we create, we embrace, hey Alan...).

Idea Bounty approaches the creative brief from a slightly different perspective: that of taking the crowdsourcing of input global. (image courtesy)

In its current form it has the potential to reach out to a much wider pool of creative minds than you usually have access to (and they're paid for their efforts, so plenty of incentive).

But it is very much pitched at clients and creatives:

They say:
Clients: Get thousands of minds thinking about your brief and only pay for what you use.
Creatives: Get paid for your best ideas with no long term commitment from you.
In other words there's somebody missing from the process of social brief creation - the people the brief is, in its implementation, intended to reach/serve.
It's not a huge step away. And even in its current incarnation Idea Bounty's fulfilment of the idea that none of us is as clever as all of us will make it extremely useful to many.

Mind you, there's many a creative ego that simply won't accept they might not be quite as good as everybody.

Their loss.

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  1. This is a pointed questions and one worth addressing as the world gets smaller. The key would seem to be to involve people who's interests are at stake and get them involved in the process. American idol has done a good job, why can we creative folks do anything about it?

  2. HI David,

    Cool post, thanks for the Idea Bounty mention!

    I think you raise a very interesting point about getting the people which the brief is intended to serve or reach involved. Iv seen quite a few examples of this - all a bit on a smaller scale - including supermarkets getting their customers to help in re-designing eco friendly shopping bags.

    In terms of Idea Bounty we are hoping that the high quality briefs coupled with well known international brands will be enough to get "the intended audience" involved in submitting ideas... for example if you are BMW driver you should have no problem with our current brief - http://www.ideabounty.com/latest

    Thanks for the mention again!




The rate of change is so rapid it's difficult for one person to keep up to speed. Let's pool our thoughts, share our reactions and, who knows, even reach some shared conclusions worth arriving at?