I loved (silly me!) one of the lead stories in yesterday’s Advertising Age, to borrow their headline:
In Latest Crowd-Source Move, Mtn Dew Lets Public Pick Its ‘Agency’
The story behind this is that for its next Mountain Dew campaign, Pepsico is using “Dewmocracy”, to launch three new line extensions. Any agency, independent film company or individual can submit 12-second clips via www.12seconds.tvoutlining their ideas for marketing three new Mtn Dew line extensions.
The fuller story can be found here
What an interesting way to pitch!
This type of approach, known as “Crowd-Sourcing” has been sued for a number of recent campaigns, including have the public generate the advertising content itself (one excellent example being Doritos and the Superbowl).
No connection with the above, but another sign of the times, yesterday Cliff Freeman and Partners, one of the USA’s most creative agencies during the past 20 years closed down.