The portal aims to be a one-stop, online creative resource that agencies can use to market creative ideas that might have been left “on the shelf” because they have not been used by clients.
The service can be used to sell existing concepts or repurpose creative ideas for different clients and brands, not just in Australia but globally. The portal also aims to helps agencies boost awareness of their creative talent pool.
Founded by Vivian Greig, he said the new portal had the capacity to offer ad agencies a real competitive advantage by using a new method of “trading” creative ideas.
“It’s a fact of life in the advertising industry that, for various reasons, many creative ideas never progress beyond the concept stage into production as fully-fledged ads,” Greig said. “However much creative departments object, their ideas can end up being discarded because the client has decided on a different concept.
Greig added that Creative-Exchange also allows agencies the opportunity to grow revenues, and potentially profits, by selling ideas they would normally have forgotten about, and by recouping valuable head-hours spent on concepts that have not been used.
The service can be used to sell existing concepts or repurpose creative ideas for different clients and brands, not just in Australia but globally. The portal also aims to helps agencies boost awareness of their creative talent pool.
Founded by Vivian Greig, he said the new portal had the capacity to offer ad agencies a real competitive advantage by using a new method of “trading” creative ideas.
“It’s a fact of life in the advertising industry that, for various reasons, many creative ideas never progress beyond the concept stage into production as fully-fledged ads,” Greig said. “However much creative departments object, their ideas can end up being discarded because the client has decided on a different concept.
Greig added that Creative-Exchange also allows agencies the opportunity to grow revenues, and potentially profits, by selling ideas they would normally have forgotten about, and by recouping valuable head-hours spent on concepts that have not been used.
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