You must be logged in to comment. Please log in or register.
Agency generated ideas are the jumping off point - crowd sourcing the response is where the magic happens.
Relevancy and social proof in marketing is crucial.
Feels to me that we're moving from a world in which the old "martial" view of marketing (with imagery like "campaign" and "controlling the dialogue") to one in which the more relevant view is social (with a small "s" :) and political-- a world in which the relevant image is the "movement"... one doesn't manage or control a movement, one *leads* it-- which is simply to suggest, as Erin and Ted do, that both agency-generated leadership and consumer-generated content/action matter absolutely.
isn't this a false dichotomy here? i can think of a few agencies who have run great projects for clients wherein they facilitate the solicitation, gathering, creative delivery, and execution of consumer-generated content. i'm wondering if this one posed a problem for any respondents who didn't feel that engaging an agency necessarily excluded the incorporation of consumer-generated content. i think we're living in an age where it's more about asking creative questions and creating engagement than it is delivering messages to a passive audience. great agency teams create 'experiences' that leverage content, right? they're not just content-factories.
In my mind, it's good to see that marketers are keeping a balanced perspective about consumer generated content. It usually makes the most sense when it contributes to conveying a bigger idea.