On the Surface It Looks Like Outsourcing

I need to get my head around around this. Ricola and other marketers are poking around inside these tubes looking for people with brand building ideas to compete against one another for $1000 in prize money.
That’s correct, what we in the business charge many thousands of dollars for is now available on the Internet for almost free.
We’ve been Craigslisted!
Uh, no. Not that.
Genius Rocket, the service that connects consumer generating brand planners and creatives with willing brands in a spec work competition, is not threatening anyone’s lunch the way Craig’s free classified ads did.
Ricola and the others still go to their agency partners for ideas and program development. It’s the agency that’s saying, “look over here, at this meeting of like interests, let’s play in this sandbox for a while.”



About David Burn

I wrote my first ad for a political candidate when I was 17 years old. She won her race and I felt the seductive power of advertising for the first time. Today—after working for seven agencies in five states—I am head of brand strategy and creative at Bonehook in Portland, Oregon.