Boom Ideanet Teams Up With PetSmart to Meet the Retailer’s Growing Demand for Content

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Innovative “Ideasourcing” Approach Generates On-Brand Ideas at a Lower Cost Than the Traditional Ad Agency Model

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“With Boom Ideanet, we have had the opportunity to expand the creativity of our advertising and stretch our advertising dollars,” said John Alpaugh, Senior VP and Chief Marketing Officer for PetSmart.

PetSmart, like most brands today, is challenged to meet the content demands of its customer base, which is always hungry for news, information, and offers. Boom Ideanet, LLC, which has introduced an entirely new approach to crowdsourcing, helps the Fortune 400 retailer meet that demand.

The pet specialty brand has worked with Boom Ideanet since January 2011. In the first two years, the company dramatically reduced the cost of on-brand idea development and tripled its volume of advertising production. It should be noted that Boom Ideanet offers a more equitable compensation structure than many other crowdsourcing models.

“With Boom Ideanet, we have had the opportunity to expand the creativity of our advertising and stretch our advertising dollars,” said John Alpaugh, Senior Vice President and Chief Marketing Officer for PetSmart. “And, because of the discipline and organization Boom brought to developing the ideanet, we have also delivered on-brand, consistent messages with high production values that have helped to grow our business.”

The “Ideanet” is a dynamic pool of vetted, NDA-cleared talents, including creative directors, copywriters, art directors, designers, editors, filmmakers and other freelancers. Marketers engage Boom Ideanet on a project-basis instead of the traditional retainer model. Boom works with the brand to develop a brief and then invites its disciplined network to enter ideas. All the ideas are turned over to the marketer. So the marketer gets a volume of fresh, quality thinking. And creators get access to brand challenges they wouldn’t normally come across.

Unlike many crowdsourcing models, Boom Ideanet strives to balance the equation, providing marketers, like PetSmart, a volume of quality ideas at a favorable cost, while also respecting the intellectual property and more reasonable compensation of the creators who participate.

“There’s an emerging freelance economy that works for businesses and workers alike,” said Steve Wood, Managing Director of Boom Ideanet. “A wealth of experience and disciplined talent is available, searching for challenges. Boom provides brands and businesses a way to tap into that rich resource at a favorable cost. Further, we’re raising the bar on payments, bringing compensation in line with the freelance market. The Boom Ideanet approach is more fair to marketers than traditional retainer structures and more fair to creators than previous crowdsourcing award structures. Respecting the talent pool is part of what appeals to the PetSmarts of the world.”

For more information on Boom Ideanet, visit

About Boom Ideanet

Boom Ideanet, LLC represents an ethical crowdsourcing platform for marketing and advertising idea creation. The model offers marketers a cost advantage without taking advantage of creators. Based in Kansas City, MO, Boom manages a global network of creative talents, hosts assignments and collects ideas in its proprietary online application.

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Andrea Moran
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