Innovation in Advertising: Ignacio Oreamuno and Giant Hydra

I am excited to introduce a new feature on my blog. Every few weeks, I will be posting short interviews with interesting people who are truly making an impact in the business world – through their thoughts, their ideologies and their actions, paving the path for new and innovative ways of doing things.

This week’s interview is with Ignacio Oreamuno, a true innovator in the advertising industry. Ignacio is President of IHAVEANIDEA, one of the world’s largest online advertising communities, and he is CEO of the Tomorrow Awards, an international advertising awards show with a focus specifically on the future of advertising.

More recently, Ignacio developed and launched Giant Hydra. Giant Hydra is a unique technology that enables ad agencies and clients to access a global pool of creative professionals for work on a particular project. Qualified professionals, selected by the ad agencies and clients, participate in mass collaboration – working virtually and as a team through Giant Hydra, leveraging their collective ingenuity to create ideas for the project at hand.

Thank you, Ignacio, for taking the time out of your busy schedule to share your insights.

1. How do you envision the creative development process at agencies evolving over the next five to ten years? With respect to a movement towards mass collaboration, at what stage are we at?

The advertising has not changed in over 150 years. It is pretty much the same structure and method of work.

Take a look at all other industries and you can see that they all have changed dramatically over the last 50, 20, 10 and even last two years. Remember when Kodak claimed that digital photography would never have the quality of film? When music companies said digital music wouldn’t work, that the quality of CD’s was better?

The creative process between a copywriter and an art director that Burnbach famously pioneered is no longer apt for the campaigns of today.

As the recession proved, money talks. If an industry can produce a product (in this case creative ideas) in a lot less time, of better or equal quality and for less money, there is nothing that will stop change from destroying the old way of things. All it takes is a handful of agencies to start doing it and boom, it will change things forever.

Look at other industries, like digital film, online music etc. Once technology makes things better, it’s impossible to turn back the page.

Right now agencies are skeptical. They are all waiting for the other one to try mass collaboration and see if it works. Again, instead of seeing the opportunity and jumping on it, a lot of them are so scared of change that they would rather wait. I know a few people who say this model won’t work. They are the same people that have never used it. Ironic.

2. What do you believe is the biggest barrier with regards to improving collaboration and innovation?

The biggest barrier is going to be in getting proof that mass collaboration produces quality. Agencies want to know one thing and one thing only. That you can produce award winning work out of mass collaboration. Giant Hydra is so new that it is hard to show case studies since all of the work is confidential. It will take some time for the work to come out and for the evidence to be ready. I am not worried about that, I’m just focused now on showing the system on a case by case basis to each agency. Everybody always gets blown away by the quality of the people working in the system and the quality of the ideas.

I don’t think there are any more barriers apart from that. Giant Hydra works. Period. Mass collaboration works. Period. I’ve seen it, I’m seeing it right now.

3. A number of creative professionals and associations have expressed reservations about crowdsourcing, essentially claiming that crowdsourced creative undervalues their skills and expertise. What are your thoughts on this?

The HydraHeads in Giant Hydra are all paid. Some of them work on multiple projects at the same time earning multiple fees. And they work from wherever they are in the world, whether that is NY or Japan or a beach. They are all award winning creatives, strategists, planners, and social media mavericks. I would challenge anyone to have a beer with one of the HydraHeads and ask them how they feel about it. In all honesty, they seem pretty excited and happy, and these are 10+ years experience people.

Most people understand crowdsourcing as a contest where the best idea wins. This is not the case with mass collaboration crowdsourcing where it’s essentially a group of people (more than 2 working together online for a fixed salary). The word “crowdsourcing” is now tainted I think, and there’s not much anyone can do about that.

Follow Ignacio Oreamu on Twitter at @ihaveanidea.

Follow Giant Hydra on Twitter at @GiantHydra.

Lots of Genius Ideas!

As you can see, I haven’t had an opportunity to update my blog since early September. I intend to rectify that, and will be more active with my blog again soon.  Lots has happened over the last couple of months. Most notably, I moved from Vancouver to Calgary for a new job.

I am now a Community Outreach Manager for Chaordix, a leading crowdsourcing platform and services provider.  Amongst other things, in my role I am responsible for recruiting for and moderating crowdsourcing communities for our clients.  One such client is Genius Crowds, a fantastic initiative through which participants have an opportunity to help create products that actually make it to store shelves – and earn  royalties!

You can actually participate too! Here is a short one minute video on Genius Crowds that I wanted to share:


Communications Providers and Customer Service

It never ceases to amaze me how often communications providers rely on promises of “better network coverage”, “faster Internet access”, or “better pricing” to differentiate themselves from competitors and lure consumers. Such advertising, in my opinion, does very little to make their brands truly stand out in the consumer mindset. Other than perhaps offering exclusivity for a particular product, such as an iPhone, it seems that you could insert any brand in any campaign.

How can a communications company stand out and be remarkable? How about innovating around customer service? Wouldn’t it be amazing if your cellular provider contacted you mid-contract, to advise you of a better and more cost-effective cell phone plan based on your usage? Would that perhaps build your loyalty to the brand, and reduce the chance of you switching when your contract expires?

Communications companies could also benefit from establishing themselves on social media, to open themselves up to customers and engage with them. Yes, they can and will receive criticisms from customers that can be viewed by anyone. However, putting a human face on a cold, corporate brand has a tremendous upside. As an example, read about Comcast Cares.

What are your thoughts?  How should communications providers innovate, so they can stand out from the competition?