Your CEO has just attended a marketing symposium in the United States and is very taken with the concept of crowdsourcing your next major advertising campaign. Your brands, a range of cleaning products that are stocked across the region, have a rather old-fashioned image. The brand has changed very little over the past decade, and there is no immediate desire to make radical changes. Your CEO has tasked you with putting together a crowdsourcing checklist and guidelines necessary to launch a competition to attract television ad entries. Instinct tells you that you will not attract just a handful of proposals but perhaps thousands of ideas. The exciting prospect is to be able to work with new people. The CEO wants the process to be public from the start and to provide an opportunity to extend the brand’s visibility beyond the competition and the broadcasting of the winner
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