The role of creatives in Sharing Economy
The role of advertising creatives may change quite a lot, and quite soon. With sharing economy churning out success stories like AirBnB, Uber, Rent My Ride or Asos Marketplace, the creative challenge is going to revolve less around the needs and habits of individual consumer and more around creating something for groups that create new value out of existing resources. The new creative tasks can be coming up with an infrastucture, motivation, and reward for sharing, collaborating or contributing. The interesting part? Designing for the social dynamics revolving around abundant supply, unmet demand and the possible links between the two.
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