Creative crowdsourcing community: Peperami turns to freelance community Idea Bounty for creative spark

  • Click here to read the cover story relating to this ’Building a community is key to brand development’
  • Click here to read how social media is being used to turn campaigns into instant big hitters
  • Click here to read how Philips has entered the world of health professionals
  • Click here to read how Giffgaff’s customer service issues have been handed to its own community
  • Click here to read how closed groups offer brands valuable insight

Davies will now be listed as a “top contributor” within the community, along with copywriter Kevin Baldwin, who came up with the TV and print campaign.

Nic Ray, managing director for Idea Bounty parent company Quirk eMarketing, says the community’s functions are continually being developed to help brands foster the next big idea. Brands will soon be able to ask to connect with a particular member of the community, and they could also connect with the Idea Bounty’s top 100 contributors as opposed to sending something out to its entire network of 14,000 members.

Unilever’s Burgess says that while Peperami as a brand is committed to its crowdsourcing strategy, there are certain brands and briefs where this route would not be appropriate. The Peperami brief contained details of a new product, which Unilever was willing to risk being leaked via the community, but in other cases it would not want to take this risk, adds Burgess.

He says using a crowdsourcing community doesn’t necessarily make the role of the agency redundant. He says: “The only way to crack a brief would probably still be through the agency network and probably will be for many years.”

But many marketers will be tempted to employ the services of a creative crowdsourcing community to help them develop their campaigns. Despite fears that this approach could leave brands open to accusations of IP theft, the $15,000 prize money offered to the winners of the Peperami ad proves that you can foster creative ideas from such communities without breaking the bank. And that’s surely a risk that many marketers are willing to take to get their next big idea on a budget.

Latest from Marketing Week


Access Marketing Week’s wealth of insight, analysis and opinion that will help you do your job better.

Register and receive the best content from the only UK title 100% dedicated to serving marketers' needs.

We’ll ask you just a few questions about what you do and where you work. The more we know about our visitors, the better and more relevant content we can provide for them. And, yes, knowing our audience better helps us find commercial partners too. Don't worry, we won't share your information with other parties, unless you give us permission to do so.

Register now


Our award winning editorial team (PPA Digital Brand of the Year) ask the big questions about the biggest issues on everything from strategy through to execution to help you navigate the fast moving modern marketing landscape.


From the opportunities and challenges of emerging technology to the need for greater effectiveness, from the challenge of measurement to building a marketing team fit for the future, we are your guide.


Information, inspiration and advice from the marketing world and beyond that will help you develop as a marketer and as a leader.

Having problems?

Contact us on +44 (0)20 7292 3703 or email

If you are looking for our Jobs site, please click here