Joe Pilotta was Vice President of BIGresearch, and a former professor at Ohio State University, School of Communications. He holds two Ph.D.s from Ohio University (Communication Research) and from University of Toronto (Sociology), Canada. Senior Fellow, Midwestern Universities Consortium for International Activities and Co-Founder of the Center for Globalization, Guatemala.
The agency model may be based on buying and producing TV spots, but the consumer has been exiled from the equation and is paying the price.
BIGresearch finds that among gamers, word of mouth, TV/broadcast and internet advertising have varying levels of success, determined by the type of media consumer.