5 Examples of the Commodification of Creativity That Sound a Death Knell for Art Directors
Unilever, PepsiCo, Brammo, Glaceau’s VitaminWater and Pernod-Ricard have all recently bypassed traditional ad agencies in favor of crowdsourcing or other commodified creative processes. BNET has noted before how free design software on the web appears to be putting professional creatives out of jobs. Here are five examples of the comodification of creativity that threatens the agency and design businesses: The most dramatic example is Unilever, which fired Lowe in London from its Peperami brand in order to stage a competition among its consumers for new ad ideas. Winning ideas will receive $10,000 — far less than Unilever would have paid an agency. PepsiCo’s Doritos brand is asking its fans to create ideas for three Super Bowl spots. If all three…
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