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Puifon Luong

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Is crowd-sourcing a threat to advertising agencies?

Clients can now generate strategies without agencies, using crowdsourcing as a tool to seek inspiration from their consumers. Do clients need agencies anymore? What will happen to the value of traditional agencies? Is crowd sourcing a threat to agencies?

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  • Mar 21 2012: If agencies cannot figure out how to make themselves useful in this new environment then yes it is a threat. But, most businesses do not intend to manage such a thing. Advertisers need to advertise themselves, and help blur the line between advertising and public relations to create these things. Most appear to be doing very nicely from what I see.