Crowdsourcing como fuente de creatividad en el medio publicitario ecuatoriano

Crowdsourcing is a term coined by Jeff Howe in 2006 in Wired magazine, referring to a production and troubleshooting model for brands. This article provides an introduction to situations faced by different brands and companies when solving a problem or looking for creative ideas. In the same vein, the Crowdsourcing technique was developed and had become a valuable source of creativity. This document also discloses the theoretical basis by exposing various authors who reveal their views on this technique, as well as the explanation of international and Ecuadorian cases demonstrating the effectiveness of Crowdsourcing. In the descriptive research, knowledge on Crowdsourcing by Ecuadorian companies, especially from Guayaquil, is explored in terms of opportunities as a source of creativity for advertising agencies and marketing departments. Finally, it is concluded that there is some knowledge about Crowdsourcing but the Ecuadorian advertising field has not yet given firm steps regarding the active involvement of consumers in brand creative processes