September 15, 2005CGC takes one in the gut |
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Believe me...I'm probably going to be the last person to call out any CGC-driven work, but this initiative from Adcandy is just wrong. It's bad. As reported in AdJab, Adcandy is a site where "consumers make the ads" and in this particular case, they're trying to get the attention of the brand marketers at Coke who recently solicited big ideas from a handful of agencies.
Whilst I can appreciate the irreverent approach and I certainly subscribe to the notion that consumers are capable of coming up with truly original and meaningful expressions of the brands they feel for...this is contrived and disjointed. Furthermore, paying $500 for these ideas in the hope that Coke will add on a bunch of zero's is misguided and wishful. If they're lucky they'll get a can of Coke Zero in the mail. But that's about all they deserve. Sorry.
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Comments
So harsh - all innovation is good at this stage.
Posted by: James Cherkoff
I like the idea...just not sure about the execution. And btw, they're getting a lot of press...so my harshness is helping (admittedly in mysterious ways)
I agree with "All innovation is good" in principle, but we also have to make sure we don't scare off the MSM (in this case mainstream marketers) in the process. You feeling me?
Posted by: Joseph Jaffe
"Believe me...I'm probably going to be the last person to call out any CGC-driven work"
Gimme a break! Obviously, you're not "the last person to call out CGC...", and obviously you're don't really "appreciate an irreverent approach." . Adcandy may be flawed, but calling it "bad" without any real justification, besides being "contrived," reeks of sour grapes. I find it amusing that traditional marketers, who make a lot of their living selling the public a bunch of BS and empty promises, become suddenly idealistic in their opposition to Adcandy.
If you truly believe what you say, that CGC has some value, and that you appreciate and irreverent approach, why don't you offer some constructive suggestions to improve the basic concept of Adcandy.
I'm all ears....
Posted by: cutter
