By Seb Joseph

Unilever has set up a central hub to house all crowdsourcing briefs, a structure it expects will better organise outsourced activity as it accelerates it search for more cost-effective yet sustainable cuts to ineffective marketing.

The IDEAS platform will increase the use of crowdsourced innovations tenfold globally by 2020, the company boasted. Unilever is no stranger to crowdsourcing, having undertaken a number of initiatives with the likes of third party platforms such Eyeka in recent years, but the launch of its own hub signals a long-term commitment to it as a growth driver.

IDEAS will be managed by Unilever Foundry, the FMCG Read full story ›

Source: The Drum