food giant dumps agency for crowd sourcing

Posted: August 27, 2009 by tricicloxido in advertising, Buzz, Creative, culture, Engagement, Humor, Marketing, People, User Generated Content
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While we’ve seen the success that Doritos achieved with its “consumer-generated” TV ad, it still seems a bit shocking that a major brand would go as far as to drop its ad shop altogether.

Recently announced, Peperani decided to drop Lowe, its agency of 16 years, and has no plan of pursuing a full-time replacement.

Instead, consumers will have the chance to create ads for Unilever’s Peparmi and also win a cash reward of $10,000.

A website has been set up to field the entries and specialist agency Smartworks will work with the winner to create the ad.

Is this the future of advertising? Is it all in the hands of the consumers? Or have corporate giants finally found a way to profit further from brand loyalty?

What do you think? Let us know.


Peperami Head Shot

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