Don't Look Now, but the Crowd Might Just Steal Your Ad Account†

Unilever Takes Practice Further Than Most, Sacks Lowe on Peperami Biz

Advertising Age, September 14, 2009 — For some time, marketers have been using ad contests as one-off PR ploys for their brands. Now, Unilever is testing whether crowdsourcing can be a long-term strategy for one of its British brands — and the result could have far-reaching consequences for any number of agencies on the consumer-goods giant's roster.