For those that are unfamiliar with crowd-sourcing, it is in essence sourcing content from the masses. It has always been around, but I can't think of a time when it has appeared more prominent, and is it a threat to the ad making process?

You have a company like Cadbury, who have a prize of €10,000, but instead of it being a competition you just put your name and tie-breaker into, they invite you to create an ad, or create a wrapper for them, one which they'll use! The beauty of crowd-sourcing is that it is also largely self promoting, where contestants canvas for your votes via various social media outlets. Another upside for brands is the cost, likewise iconic crowd-sourced ad for the Doritos spot reportedly cost £3.50, and the Pringles ad £300.

The danger of crowdsourcing is that by associating with the masses, you do not know who you're dealing with. This danger came to light when the winner of Cadbury's 2009 wrapper design competition was exposed to have plagiarised her design. This is not very encouraging for eager entrants who get beaten by someone who had essentially cheated. The winner was crowned, but then after the scandal spread across the net, she was cordially de-throned. 

We like the general concept of crowd sourcing as it gives everyone a chance to be involved not just creatively but, more importantly, in the brand.

Consdier, if you will, the potential power of such campaigns vs. putting other product related design matters through research groups. Interesting if nothing else we're sure you'll agree.

No matter where it comes from, targeted original ideas should be embraced, no matter who they come from, and in response to my first question, the answer is no.