There was a time for so-called bold agency experiments. It happened at some point toward the end of 2009, when advertisers began crawling their way out of the recession and ad spend started creeping back up. At the time, there began the usual questioning of the old way of doing things, and as the traditional agencies struggled, many new models cropped up.

One was Victors & Spoils, started by two partners that were previously execs at MDC’s CP+B. This past week, that experiment shut down. V&S, which Havas later acquired a majority stake in, was built on the idea that it would use crowdsourcing to generate ideas, with an internal creative department curating the product and directing the public.

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