Is Crowdsourcing Turning Creative Directors Into Curators?

BBDO launches its own platform to retain business

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"There should be no more creative directors. The job is dead and the title is wrong—it should be 'curator.'"

These words from KBS+ co-founder/former Victors & Spoils partner Jon Bond may strike fear into the hearts of copywriters and art directors because they concern crowdsourcing, or the act of farming out major portions of the creative process.

The idea is hardly new (see Doritos' "Crash the Super Bowl" series), but Omnicom enshrined it as a formal offering last month with the launch of London-based AMV BBDO's Flare Studio, which offers related services to clients and BBDO offices around the world.

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