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Agency Victors & Spoils launched at the end of October and claims to be the first creative advertising business based on crowdsourcing principles.
Two of the agency's founders, chief executive Jon Winsor and chief creative officer Evan Fry, hail from US agency Crispin Porter & Bogusky, which includes Burger King, Coke Zero and Microsoft among its clients and is famed for using viral techniques. The third founder, chief operating officer Claudia Batten, founded Massive, a company bought by Microsoft in 2006 which launched the first network for video game advertising.
The founders claim the agency is an "alternative to the current advertising landscape and a marketing partner in crowdsourcing that offers the strategic direction, engagement and relationship management that brands rely on their agencies to provide".
By acting as an intermediary between brands and crowds, V&S is aiming to address the main criticism that many have levelled...