Marketers have been relying on consumers for ad ideas for decades, but only recently have users been asked to submit full-blown commercials. The explosion of Web video and free hosting sites have made it possible for marketers like Chipotle, Converse, Frito-Lay, General Motors and MasterCard to hold user-generated advertising contests.
The launch this summer of Heineken Premium Light was considered a success for the agencies and marketers involved. However, sibling brand Amstel Light may find itself left out in the cold with all the attention being paid to the new Heineken brew. Heineken plans a marketing push to re-establish Amstel's "luxury" status, and Amstel Light's brand manager suggested that the beer's market share dip was due more to competition from within the wine and spirits categories than from Heineken Light.
China International Trust and Investment Corp. announced it will end its joint venture with WPP's Grey Advertising in favor of a new alliance with WPP rival Omnicom, the marketing services sector leader.