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Will Crowd-Sourcing Provide The Fresh Ad Ideas Peperami’s Ad Agency Could Not?

September 4, 2009: 04:52 AM EST
Looking for a different advertising approach for its Peperami snack food brand, Unilever canned advertising agency Lowe after 15 years and turned to crowd-sourcing, in which a company asks the general public to submit ideas for a new TV ad. Unilever is willing to pay $10,000 to the winner of the competition. At that price it’s a cost-saving scheme for sure, but the creative community is wondering how a company could so easily ditch the agency that created the campaign that originally defined the brand in the public’s mind.
"Close-Up: Should Peperami go crowd-sourcing? ", Campaign, September 04, 2009, © Haymarket Media
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