The blur Group, a creative services exchange, is offering a new model for advertising.

More and more brands are bypassing the big advertising agencies and turning instead to a website where multiple agencies can submit proposals in response to briefs. blur Group, the world's largest creative services exchange, has over 10,000 small and medium advertising and marketing agencies, mostly from the U.K. and the U.S. This crowdsourcing model could completely change an industry that has so far been dominated by large agencies.

Recently commissioned by the General Electric Company's health care unit to create a video campaign, briefs have also come from other big brands including CNN, Harvey Nichols Group Ltd., and Polo Ralph Lauren Corp. Philip Letts, founder of blur Group, said:

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