2 responses to “Why not get the public to make our next advert?”
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I like the view from Richard Spalding (Kontrabarnd) who argues that user-generated advertising is a lazy way to market a brand. He articulately puts it..
“I want clever, well-paid ad creatives sweating over a brief to produce interesting and engaging content. Is the ad industry now being run by bland brand managers obsessed with creating UGC? Are our children going to be inundated with dull UGC ads as brands scramble to show them that they’re cool? Children are always going to be subjected to ads, but how are they ever going to respect brands that don’t at least try to make challenging and creative advertising?”
More here…
http://www.nma.co.uk/Articles/32085/User-generated+content+is+a+lazy+way+to+market+a+brand.html -
Mr. Hollis here – sounds awfully formal, don’t you think? I just wanted to confirm that I am all for getting consumer feedback on ads, right from the early stages of idea development through to finished film, but when it comes to asking them to develop creative I think that’s best left to the professionals, as the quote provided by Nicola suggests.
Cheers,
Nigel
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