There are perhaps three controversial issues in the fields of marketing and design that stand above all others: Plagiarism, Design Contests and Crowd-Sourcing.
With the odd sociopath as an exception, most people see the bad in plagiarism. Design contests are a different matter.
On the one hand many graphic designers and their industry leaders say it undermines and is disrespectful towards their profession. The Society of Graphic Designers of Canada specifically excludes their members from entering design contests. I personally have taken issue with business advocacy organizations that have graphic designers (or marketing agencies that offer design services) as members launching design contests.
On the other hand, contest holders, and often entrants defend them as a way for undiscovered talent to gain experience and perhaps a career break through. I personally, as part of a hobby, have entered music production competitions with Beatport simply for the fun of taking part, perhaps in the vain hope that a remix of mine might get make the hot play lists. Is that really different?
For me, the key point is that most design contests involve little strategy. Sometimes there is a strategic brief for designers to follow. Often there is not. Even when there is a strategic brief, there is little opportunity, if any, for ongoing communication between designer and client. As for the crucial third player that should be in such a team – the brand strategist – they are very rarely involved.
Personally, I empathize with the GDC’s position on speculative work. Graphic Design is, more than any other profession, the one where people are asked to do speculative work. The reason? It’s a pure equation of supply and demand for services.
Graphic design is, on the face of it a fun profession. Veer, part-jokingly I’m sure, produce merchandise (some paid and some promotional) that detail designers as people who “draw pictures all day”. In many ways it’s an over-supplied profession, although it is still one in which the cream can rise to the top and make a very good living.
Which brings us on to crowd-sourcing. Many in the graphic design industry equate crowd-sourcing with design competitions. To reinforce it’s stand against any speculative work, the GDC recently spoke out strongly against crowdsourcing.
But there are key differences between crowd sourcing when done correctly and traditional design contests While the remuneration method of crowd sourcing is essentially the same as design contests – your design is chosen for use, you get paid; it’s not chosen you don’t – the process is different and, if managed correctly can be a lot closer to a full strategic design process than many imagine.
So, as owner of a Brand Transformation Agency where does my opinion lie?
Let’s first look at what clients value in an agency relationship.
Research has shown me that clients value responsiveness, frugality, strategic thinking, creativity and integrity above all else. Fortunately most clients do not equate plagiarism with integrity, so we rarely get asked to copy others work. However most clients do not view crowd-sourcing in the same light as the GDC and other design institutions. To most clients it is not evil, but is a legitimate method of sourcing design work.
As a service business, an agency’s first loyalty has to be to it’s clients and delivering value to them. That is not to say that we should follow orders blindly. We still need to lead, and push back strongly when clients are heading towards bad decisions.
In 2008 I was involved, peripherally, in judging some crowd-sourced design. The process and results were not good. It very much turned me off the process and I cautioned others against using it.
In Summer 2010, with a bit of arm twisting, I gave the process another shot.
This time I was involved at the heart of the process, using a crowd-sourcing service I had selected. Taking the client through a strategic process, I developed the brief. I requested submissions from designers who’s portfolios showed relevant work; liaised with an Art Director and the client on a daily basis; managed the rankings and provided substantial feedback to designers throughout the process. The client was thrilled with the results.
Since then, crowd-sourced design has featured in a number of brand development projects that rt Strategy has managed. Each of these has been deemed a great success - by us, by our clients and most importantly by their clients & customers.
As such, crowd sourcing is now a method that, when appropriate, rt Strategy will be embracing and managing on behalf of clients.
It’s certainly not the right process for all clients and all projects and it needs to be used and managed strategically. But, while I would not have thought it possible a year ago, and while I’m sure to some flack from many of the graphic designers I know and work with, “Managed Crowd Sourcing” is now in our agency service list!
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