The future of advertising creativity

What David Jones says in Campaign magazine is true:

"There is an entire generation that has already created more content at 21 than most senior creative people. They art direct on Instagram, copywrite on Twitter, shoot and edit a video and share it on YouTube."

Will this reality impact entrenched ad creatives?

Jones' follow up provides an answer: 

"I’d rather have a fast, efficient machine than a slow, grumpy creative person with a massive ego."

(More on the role of attitude in a moment.)

Jones' crowd-curating model isn't new. Here's why it might succeed or fail:

Desire -- Entrenched creatives chose a career. They're in business, day-in-day-out, regardless of the assignment and results. How many of "an entire generation" truly want to create advertising day-in-day-out? What's their churn rate, once they discover how little they're paid, how pedestrian the majority of the assignments, how much rejection occurs? Are there enough of the crowd to fill the need?

Creative Briefing -- Great insights beget great work. If Jones and his clients can deliver greater insights, then it's possible his crowds might beat the reigning "experienced duo" model. 

Consistency -- The devil is in the details of color, type, design grids, photo style, tone of voice. This is the business of revisions and Scopes of Work. An experience team has them memorized, and can hit the deadline accurately. How will crowd creatives, entirely new to the details, ensure consistent deliverables?

Will clients agree? 

The answer has everything to do with attitude, as Mr. Jones correctly suggests. Advertising is, above all, a business of relationships. No one cares for ideas if the ongoing cost is a relationship with an asshole. 

Mr. Jones -- and those who are backing him to the tune of $350 million -- are making a bet the entrenched creative community lacks the curiosity, passion and enthusiasm to adapt in the age of empowering digital/social technology. 

Is he right?