Would you let a focus group design your ad campaign?

Of course not, but you would listen to them. With at least one ear open. Too many opinions will eventually make any idea impotent. Collaborative discussion on CS platforms don’t really seem to actually improve ideas. It’s hard enough taking real direction from some one you trust and have an analog relationship with. The comment forums are often reduced to a saccharine litany of “cool” “thanks” and “nice idea” and the usual thumbs up icon.

I think there are some  fascinating insights to be gleaned from even the most obscure solution offered. (note: the most obvious problem the novice open crowd has, is misunderstanding the nature of the brief or the “ask”)  This would be a great tool for ad agencies when they’re designing the brief – if there was a way to keep proprietary information hidden form the open crowd. (competitors lurk there!) Running mock contests (with full disclosure and real prizes) might be a way around the sensitive information issue. And I actually believe some brands who offer briefs on crowdsource platforms, knowingly omit pertinent data to protect the brand. A bit of handicap for the community trying to create a viable solution for them!