Rob believes contests which offer one‐off challenges and nothing more are now obsolete. Platforms that enable collaboration, create opportunities, provide feedback and offer tools to enhance the creative process can become creative networks which organisations actively seek.
Rob believes the future work coming out of such networks will far exceed the 30 second commercials seen today.
“These communities will start to break through with longer form and episodic content,” Rob says.“When brands get more comfortable with what these communities can deliver they’ll get more responsibility and more tasks.”
So next time you watch an advert or a TV programme and marvel at the creativity (or lack of it) remember this: three billion people are now online and anyone can join these creative networks.
Imagine the possibilities...
Matt Sevenoaks ‐ Global crowdsourcing lead at KPMG
KPMG’s inclusion of this information is not an endorsement, sponsorship or implied backing of Pringles®, Star Wars® and Tongal and their products