But what I particularly like is the following part:

“Most Super Bowl ads will cost hundreds of thousands of dollars, if not millions, to film, brief as they are. But the filmmakers who make commercials for Doritos spend far, far less. [...] Mukherjee says the agencies are still important, but now there role has shifted from creating the content to facilitating the content. For example, she uses Doritos agency Goodby Silverstein & Partners to design the campaign to appeal to users to generate the content and enter the contest. But Mukherjee cautions that the agencies need to “Get outside of the control silos they have put up. They no longer have a monopoly on great advertising ideas.”

And I agree. Agencies have to see that their role in the marketing pie is changing. They will turn into producers of creative ideas than inventing the creative ideas. Because good ideas can come from anywhere. But marketing agencies still make a gazillion dollars on their current business model and are therefore reluctant to change. And funny enough, they will find themselves slowly dying out, watching clients leave to other agencies. Where did I hear this before??? Oh yes. NOKIA!

As the late Steve Jobs stated as strategy: kill your own darlings. And if the agencies aren’t taking the lead, the clients will. I sincerely hope Pepsi will continue this creative process and that many more brands may see the crowd light.

If you have finished a creative education (e.g. sculpturing) there is not a ready job for you at Heineken or any other company. So you have to freelance. Get you get rich by freelancing? Oh yes Sir! Do you have to work hard? That too. Do you get to do what you like doing? Definitely. Creative people are the ones who decide how we drink our coke, why we buy Nike sneakers and what airline we fly. They built emotions around products. Or they design products themselves. Products we did not even know we needed until some creative designed it and produced it.

So, what are you waiting for? Get your kids into art school. Let them express themselves creatively. When I stumbled across the web I cam across this campaign by Victor Quattrin. A truly jealous making campaign for the College for Creative Studies. Art makes more than you love. Talk about it with you child. Get them into art school. It will make them happy.

I probably do not have to tell you that the creative industry is changing rapidly. Clients are pitching projects instead of long-term relations and trends are shifting from producers to consumers. The consumer is the trend.

For all types of agencies, it becomes harder to keep up with online developments, as consumers demand a say in what and why they should buy. Consumers are becoming more involved with brands—whether the brand likes it or not. They contribute to concept designs, create new campaigns, make videos and set up Facebook brand fan pages that attract huge crowds. With a new design software, they can produce pages, clips and videos that can make or break brands.

So the questions is: how can you best involve the crowd with your brand or company?

The purpose of this whitepaper is to provide you with some ideas about crowdsourcing and how brands and agencies alike may use it for the better of your business.

And you can get this white paper for free. If you pay with a tweet you can download the file.

The session started at 18:00 with some 30 talents from our network and some friends they brought along for the evening. After a few welcoming drinks and some time to get to know each other, Suzanna kicked of the Session with a very inspiring presentation on how to present yourself to the top agencies and most importantly, how to diversify yourself from others to get that internship or job at the top agencies like Mother London and CP+B. One of the points Suzanna made was that if you want a job at the world’s leading agencies, it is very important to speak a minimum of three languages and try to get at least one internship at one of those top agencies. Even if that means investing in yourself by applying for an unpaid internship. Suzanna is highly experienced in placing senior creatives in almost every high- end agency and brand worldwide. Someone who really knows what she talks about and due to this, she was very able to get her points across. Of course after her presentation there was time to ask questions and a lively discussion began unrolling.

After Suzanna’s presentation there was a half hour break in which people could stretch their legs, smoke a cigarette and last but not least: have a few slices of creatives worldwide favorite food: pizza!

Right after the break Bart te Riele started his presentation. His topic was ‘What to do when starting your career in the creative industry’. With his presentation Bart gave an insight in what he, from an agency’s point of view, finds important to start off your creative career in a meaningful way. Going abroad to gather experience in other advertising markets is key according to Bart. Countries like China, Germany, England and the US are, as he said, the ‘Champions League’ of advertising.

Another point Bart emphasized was focus: do you know what you want in your career? And more importantly, how do you want to get there? If you haven’t made clear for yourself how to answer those questions, you really should start doing this and preferably, already during your creative education. As with Suzanna’s presentation, the end of Bart’s presentation was followed with questions and an even more lively discussion. Especially Bart’s point about the fact that you should only show real work (concepts that actually have been taken in production) during a job interview created a stir amongst the talents. A few of them did not agree with Bart and due to this, Bart’s presentation had a very interesting conclusion. (Bart’s presentation is available online)

After Bart’s presentation the evenings ‘official’ part was over and there was some time for drinks and mingling. We also had invited some experienced creatives from the industry to join the session so this was the time for some talents to get in contact with them. Some business cards were swopped, appointments were made and for us this was another positive feature of the evening.

We had a wonderful evening and we really hope that people who attended this first Creative Session feel the same. This was the first edition, but it is our intention that many will follow so keep an eye on our website and blog to stay tuned and who knows, maybe we’ll see you next session!

With the world being our oyster, it may come in handy to have friends who know friends in the rest of the world to serve our clients in the best possible way.