Brands buy into the Creative Revolution

An interesting article from yesterday's Media Guardian discussing, amongst other things, the role of user-generated content in online marketing:

'... Consumer-created content offers advertisers other opportunities, Edwards adds. "The potential here is for brands to help consumers create more content - either as facilitators by offering authoring tools, or by providing the creative stimulus or a showcase for consumers' own entertainment content."'

'49% [of those polled in the advertising industry] identify consumer-created media as significant new advertising opportunities.'

Posted by monoman at 10:20 AM on July 27, 2004