When I read the article on Advertising Age this morning I was impressed but quickly that feeling turned inside out... is OpenAds another form of UGC for agencies? Are the professionals just up to some fun or is it for real? With big names like Gillette and P&G, there must be some meat on the bone. Clearly the cases and the article in Financial Times made it that much more credible. Yet, I remain a skeptic? There is something about the concept that seems too good to be true? For starters:
- Longitude & relationship with the agency
- Ownership & Commitment from the agency
- Security (the risk of share, learn & reapply)
