Forget Consumer Generated Content…
…agencies need to worry about marketer generated content. Check out this Ad Age quote from the CMO of Miller Randy Ransom regarding its new in-house effort for Miller Lite:
“We are taking a ‘hard right turn’ back to the core essence of Miller Lite, which has always been about differentiating Miller Lite from competitors as a better beer. The new ads (in-house) demonstrate our ability to move with speed and conviction. And we like the flexibility that these simple formats provide to quickly customize our messaging for a variety of mediums.”
The implication in Mr. Ransom’s quote is that agency’s cannot move with speed and conviction, are not flexible, and can’t quickly customize messages to a variety of mediums. That’s a problem. It’s a bigger problem than the work that got Miller Lite into this mess, which I’m sure was collaborative.
(Oh, and Alex Bogusky, strap on a pair and fire these bozos.)