With brands getting active on social media, marketing heads are increasingly looking outside their existing agencies on record to get a fresh and different creative perspective for their brands. The rationale behind this is that over a period of time, the creative inputs of the team at the existing agency tend to get saturated and they develop a fixed notion of the brand.
Keeping this in mind, Rohit Misra, Ex President of Rediffusion Y&R, has joined hands with Chetan Mangat, a New York based Creative Director and user experience designer to launch, what they claim to be, India’s first design and communication crowdsourcing platform.
Christened IdeaDemocracy, the online platform will provide an opportunity to people with ideas and a flair for imagination to work together to address the communication requirements of brands and businesses in India as well as globally. These ideas could range from graphic design, web and mobile app development, film and video, and social media to even product design.
Stressing on democratisation of the creative process, Mishra said that the onus for creative thinking cannot be confined to just an in-house creative team. An idea can come from anywhere and anyone. “What I saw in my career is that more often than not what you produced was not good…sometimes ideas come from where you least expect it. Creativity and imagination can exist in everyone; you can harness that talent to solve business problems,” he added.
While there are other crowdsourcing platforms, Mishra insisted that what set them apart was that they are in the area of “crowd creativity”.
A few glitches
There are, however, a few drawbacks. Firstly, there is no face-to-face interaction or brainstorming, which tends to get lost in the online space. An average creative person feels ‘exploited’ as he gets hardly any payment for his efforts.
But as a business model, it is working out exceedingly well, Mishra maintained. “It’s not about getting a logo at a fraction of a cost; it’s about making a creative team with anyone, anywhere in the world with an idea,” he added.
Chetan Mangat found that the weakness that the handful of crowdsourcing sites in existence around the world today faced is that they seek to fit the design or creative task to their delivery mechanism rather than the other way around. The challenge, therefore, is to take online key elements of the creative process such inspiration, social interaction and collaborative thinking and make them more efficient rather than to do away with them altogether.
IdeaDemocracy is crowdsourcing its own design and currently inviting people to design its logo and to then vote for the most popular design. This will also extend to other facets of the site’s development, where people will be invited to design the home page, intro videos, social media strategy and a mobile app. “If you are talking about people with ideas, doesn’t it make sense to make them make your site?” Mishra asked, adding that in the next step, they are launching a contest to design the home page on June 25.
Other promotion activities include a combo of activities such as leveraging social media (Facebook and Twitter) and online PR.
When asked whether crowdsourced designs would impact consistency in brand image, Mishra said, “A lot will depend on the quality of the brief, and we have tools that help clients to create this kind of brief. The brief reflects the reality of what is required.”