SMWNYC 2011 – Keynote with John Winsor

Description from the Social Media Week New York schedule event listing:

John Winsor is a leading strategic marketing and product innovation thinker especially known for his work in collaboration, co-creation and crowdsourcing. Currently, he is the CEO of Victors & Spoils, the world’s first creative (ad) agency built on crowdsourcing principles. Victors & Spoils provides businesses with a better way to solve their marketing, advertising and product-design problems by engaging the world’s most talented creatives. Victors & Spoils launched in October 2009 and has been one of the most talked about agency launches of the last decade.

Event Recap:

The third day of events at the Social Media Week New York Business, Media & Communications content hub at JWT opened with a pair of events on collaboration and crowd sourcing.  John Winsor, the CEO of Victors & Spoils delivered a keynote on co-creation and what he refers to as the “dream revolution.”

The revolution that is being driven by collaboration is democratizing industries like journalism, communication, and publishing.  Winsor compared this change to the sack of Rome by the Visigoths.  While the actual attack didn’t change the status quo overnight, it was the beginning of a major political shift.  Similarly, blogging hasn’t killed traditional journalism, but it has changed the way that we consume content.  This change has been furthered by Wikileaks. There will be a fundamental shift in media and transparency.  Winsor and his contemporaries believe that open source and crowdsourcing are doing for mass innovation what the assembly line did for mass production.

Ultimately, Winsor feels that it’s time to reboot culture and create a new operating system.  The question to ask is what will it take to get there? Winsor and Victors & Spoils have some ideas:

1)      A new system of trust

2)      A new open source assembly line

3)      Curation

4)      Action

Winsor believes that Victors & Spoils is building a new operating system for an ad agency.  He demonstrated a video introducing the company and it’s “crowd” or creatives and strategists.  The video is available on the agency’s website.

Analysis and Commentary:

As with any new system, crowdsourcers are learning as they go.  As discussed in the panel hosted by Deep Focus on Monday, new systems are shifting the focus from experience to curiosity.  These new systems are democratizing content creation on the Internet and increasingly in other media (such as this year’s crowdsourced Super Bowl ads.)  In terms of strategy, this offers an opportunity for new players to break into the field while creating a threat for incumbent players.  Therefore, it’s vitally important that even those agencies or brands who do not heavily rely on co-creation understand the state of the art.

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