PODCAST: A panel of experts discuss the risks and rewards of consumer-generated advertising.

In an age where life is a mix and every American is a DJ, it's only natural that marketers would start to empower the Average Joe to create his own advertising. It's happening now and it’s taking root quickly. Even without being asked, consumers are creating advertising and some smart marketers are steering those consumer efforts in a mutually beneficial direction.

The dangers of ceding some control of your brand to your consumers are many, but so are the rewards, when everything comes together. It is as much an art as it is a science, and the rules are not yet established.

In this provocative panel discussion, marketers and agencies representing four dominant brands -- Converse, Adidas, Dove and Southwest Airlines -- will explore the process, trials, tribulations and rewards of consumer-generated advertising and light the path for those who will follow.

Sarah Fay is the president of Isobar, U.S.
Jill Howard-Allen is the online marketing manager of Southwest Airlines.
Babs Rangaiah is the director of media & entertainment for Unilever USA. 
Doug Weaver is the president of Upstream Group, Inc.

Note: Our podcast theme was written by Derek K. Miller. Visit him online at penmachine.com.

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Speaker(s): Doug Weaver, president, Upstream Group; Sarah Fay, president, Isobar U.S.; Jill Howard-Allen, online marketing manager, Southwest Airlines; Babs Rangaiah, director, Media & Entertainment, Unilever USA

Format: 00:51:20, 23.5 MB, MP3