consumers as creatives
Rich Thomaselli from Advertising Age called me recently for some comments for an article he was writing, “If Consumer Is Your Agency, It’s Time for a Review.” 
The piece turned out to be a great analysis of how the use of John Q. Public to develop ads has “jumped the shark” (as Rich refers to it). He calls out companies for turning over their marketing to consumers through contests like Doritos’ Super Bowl campaigns and Folgers’ recent contest asking the Average Joe (pun intended?!) to update its famous “Best Part of Wakin’ Up” theme.
