Jason Wincuinas
Sep 26, 2014

User-generated content: Should brands work with online talent?

SPIKES ASIA - Steph Bouvard from the World Federation of Advertisers (WFA) moderated a forum panel that looked at how brands can work with user-generated content to create a strong word-of-mouth strategy and build trust.

The awkward room setup did not prevent a good discussion

Please see all of our Spikes Asia 2014 coverage here

The most telling part of the session came at the end, out of an audience question that cut to the scariest part of the strategy Since user-generated content depends on the x-factor of the audience itself, results could just as likely be negative as positive, so how do you manage it

Chris Miller, divisional vice president of global brand strategy and innovation...

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