Dawn Hudson, the National Footbal League’s chief marketing officer who has held executive roles at ad agencies and at PepsiCo, agrees. One reason that crowdsourcing is no longer as threatening to agencies is because shops still play a role, she said. “You still need people to organize it,” she said. Crash didn’t happen “because consumers decided to do it. This program happened because somebody had the idea, organized it, made it happen, provided the vehicles.” She added: “The agency world is as relevant as ever, if not arguably more relevant, as more crowdsourced individual ideas have come to pass.”