Around the Net

An Idea Bank for Advertising Creative

  • Ad Age, Monday, September 17, 2007 11:15 AM
A new service called OpenAd.net, an online marketplace, gives advertisers and agencies access to a huge network of creative producers, both amateur and professional. Gillette was one of the first global brands to use the service, asking producers around the world to create a campaign to convince the men of Puerto Rico to trade in their disposable razors for a new Gillette Fusion. The three winners were a Slovenian student, a British photographer and an American creative director.

Slovenia-based OpenAd.net is a marketplace for buying and selling creative. Marketers pitch their ideas to the network's 9,000 worldwide creatives and then choose the best. The marketplace has been live for one year, serving European clients, but will soon expand to the giant U.S. ad market. Gillette's U.S.-based parent P&G is currently testing the OpenAd.net service.

As the report points out, OpenAd.net could be another disruption to the global agency model. It offers a cheaper, merit-based alternative to hiring an expensive agency, and could help marketers better maximize their spending budgets. However, "this kind of online marketplace isn't going to replace Madison Avenue's giants," the report says, because creative is still just one piece of the ad puzzle.

Read the whole story at Ad Age »

Next story loading loading..