Alistair Duncan's participationmarketing.co.uk says, "the next wave of crowdsource business model will see crowdsourcing gatekeepers emerge"

“The question for creative agencies is whether they can wake up, react to what’s going on, engage the crowd, and make themselves a part of the new reality.” So says Jon Winsor (Crispin Porter’s innovation guy) in Business Week, and Alex Bogusky on his blog this last week. Crowdsourcing is on the increase, but it’s no longer a fashionable or trendy business idea. It’s a real model for customer engagement. And the pressure is on creative industries to work out how to manage it. The oft quoted Dell IdeasStorm and My Starbucks Idea are great examples of endeavour to gain customer approval, but how many of the ideas suggested actually got produced or implemented? Not very many, is the answer. And the reason? It’s pretty tough to review 7000 ideas. The next wave of crowdsource business model will see crowdsourcing gatekeepers emerge.Watch this space people. Participation marketing is a reality.
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A great take on Crowdsourcing by Alex Bogusky

We recently crowdsourced a logo design for Brammo. They are a brilliant bunch of folks making electric motorcycles. We received over seven hundred submissions which I think blew everybody’s mind involved. But when I think about myself as a young designer who had to make up fake projects to work on anything remotely as cool as motorcycle company logo it makes sense. The idea that I could have access and an even playing field -- plus I could make 950 dollars more than the lady who designed the Nike logo -- would have had me designing in my sleep.
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