Are you ready to jump into user-generated content?

At the recent Advertising Age Digital conference, Frank Cooper, VP of marketing at Pepsi-Cola said, “are you ready to jump into user-generated content instead of sitting on the sidelines?” His belief is that creativity is like a pyramid and on top is Hollywood and the bottom is user-generated content, we’re in the middle (agencies). We need to start doing rather than waiting for people to come to us.

Cooper is a bright guy and has said a number of true statements. Too many agencies are still thinking Internet as a medium is still a gamble and some are pointing at user-generated content as a gamble. The truth be told, you reach a higher amount of impressions and the reach is far greater for almost nothing in cost. That’s not a gamble but just practicality.

This entry was posted on 20. March 2008 at 18:21 and is filed under Advertising - Good Idea. You can follow any responses to this entry through the RSS 2.0 feed. You can leave a response or trackback from your own site.