Do User-Generated “Ads” Drive Sales?
By jason - up to 2007 (archived) • Feb 1st, 2007 • Category: News for Creatives (archives)The current spin on these ads is that they circumvent the experts (i.e. the agencies) even though we’re pretty sure some external creatives had a hand in helping the decision to go with this trend. As much as we’ve heard over the last twenty years (”Cultural Elite” anyone?) that the “experts don’t know anything” that us regular folks can do ourselves, that argument remains a spin device, and a strong one. If anyone can make an ad that works, then anyone can make a corn chip. I don’t believe we’ll see a contest to make a better chip (and a video about it on YouTube), or a better cola (not a toxic one), but if the creative realm continues to be devalued by spin, we should seriously consider it.
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