Panel: Consumer-generated campaigns must fit client goals

09/26/2007 | Advertising Age (tiered subscription model)

For a consumer-generated ad campaign to succeed, ad professionals need to show respect for amateurs' work but also ensure it's integrated into the client's overall marketing goals, according to an Advertising Week session. "Doing consumer generated for the sake of consumer generated doesn't work," said Ann Mukherjee, VP-marketing at Frito-Lay, North America.

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