01/10/2007 07:20:00 AM 
(4) 
(4) We could write a pithy narrative justifying our reasons to disagree, but what's the point when someone's already done the thinking for us.
Leave it to one of our favorite bloggers, Asi Sharabi of No Man's Blog to nail the argument.
Below are the key points from his post (in all its un-edited British glory) and we wait with baited breath for Ad Age to come back at us! We know we could be waiting some time, but let's see if their link tracker even works.
"First, let's not forget that 99% of user generated content is quite rubbish. It's like giving The Consumer the designer of the year for a couple of people who did a really good DIY home renovation. Whats next? YOU as the hairdresser of the year if you blow dried your missus really well? Best pornographer of the year if you made a good homemade? Best policeman of the year if you kicked a hoody's ass for trying to steal a bicycle?
But this choice is wrong mostly because it will strengthen an already played out fad. Brands and marketers already overuse and misuse the idea of user generated content. They saw an emerging trend that it's power lies is in it's spontaneity and 'grassrootsness vitality' and most importantly it's independence and they are going to kill it softly. Instead of using the idea of loosing control over your brand strategically, first and foremost for driving internal cultural change, they use it tactically (and forcefully) to make consumers do the job for them and that will either backlash of simply bore people away."
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reply to collin
We agree with you- the conversation is important, it matters and it's different, but it's more than getting consumers to make ads- far more. We simply believe that consumers haven't yet created enough great advertising to warrant calling them agency of the year- it might happen in the future, it's just premature for 2006.
Posted by Edward Cotton on 01/11/2007 01:42 AM
We agree with you- the conversation is important, it matters and it's different, but it's more than getting consumers to make ads- far more. We simply believe that consumers haven't yet created enough great advertising to warrant calling them agency of the year- it might happen in the future, it's just premature for 2006.
Posted by Edward Cotton on 01/11/2007 01:42 AM
Collin do the tango
Collin should see the big picture too. Because the conversion isn't in the execution but hopefully in marketers minds. The conversation is what should be the important, not that there is users generating more advertising - often in a little less well performed manner and therefore little less effective. What everyone seem to forget is that advertising isn't paid for in a manner of execution but in what effect it have on the sell. <br> <br>And Collin forgotten another argument: there is a brilliance making people do advertising for free... but on the other hand it could also be defined as modern slavery...
Posted by N|. on 01/11/2007 05:59 AM
Collin should see the big picture too. Because the conversion isn't in the execution but hopefully in marketers minds. The conversation is what should be the important, not that there is users generating more advertising - often in a little less well performed manner and therefore little less effective. What everyone seem to forget is that advertising isn't paid for in a manner of execution but in what effect it have on the sell. <br> <br>And Collin forgotten another argument: there is a brilliance making people do advertising for free... but on the other hand it could also be defined as modern slavery...
Posted by N|. on 01/11/2007 05:59 AM
hmm.
Consider why you blog. Do you do it because you think you are making an ad? Why did you post on Marktd? Did you think you are making an ad? You are. Both of these are examples of social media, and both of them are part of this "trend". <br> <br> <br>You obviously care about what some trade rag deems "agency of the year" No magazine, no agency of the year. Ever think that the entire concept of “agency of the year” was an ad to sell subscriptions to nominees and winners? Because it was. With respect, I ask, Does this obvious coattailling of TIME make it apparent to you that this was always an ad? It proved it to me. It also proves how the AdAge Age, may be over. The skirt it seems, has lifted on the whole concept of this industry self indulgence. <br> <br>I welcome this new era of creativity with enthusiasm. <br> <br>Ironically, the editor also put out this podcast... It is not half bad. Give it a listen. <br> ““The Scariest Issues Confronting Marketing in 2007” http://adage.com/article?article_id=114036 <br>
Posted by collin on 01/11/2007 09:43 AM
Consider why you blog. Do you do it because you think you are making an ad? Why did you post on Marktd? Did you think you are making an ad? You are. Both of these are examples of social media, and both of them are part of this "trend". <br> <br> <br>You obviously care about what some trade rag deems "agency of the year" No magazine, no agency of the year. Ever think that the entire concept of “agency of the year” was an ad to sell subscriptions to nominees and winners? Because it was. With respect, I ask, Does this obvious coattailling of TIME make it apparent to you that this was always an ad? It proved it to me. It also proves how the AdAge Age, may be over. The skirt it seems, has lifted on the whole concept of this industry self indulgence. <br> <br>I welcome this new era of creativity with enthusiasm. <br> <br>Ironically, the editor also put out this podcast... It is not half bad. Give it a listen. <br> ““The Scariest Issues Confronting Marketing in 2007” http://adage.com/article?article_id=114036 <br>
Posted by collin on 01/11/2007 09:43 AM
It appears you don't have Flash installed.
I'm sorry guys, I disagree with your disagree. Fact is, there is a marketing shift upon us. Your arguments (or at least, the ones you have pasted here) This is not a fad, and the marketers that execute social media the way that is described here will pay the price of the marketers that don't embrace social media at all. There is a conversation going on between marketer and consumer. Are you sure you would rather your competition do it for you? Step back, look at the bigger picture. Why else would you have a blog? <br> <br>