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Malcolm White wonders if marketing's love affair with crowdsourcing is creating a fake news problem for commercial creativity.
Long ago, I had an interview in New York with a well-known advertising agency. In the last of a round of interviews, the head of human resources used a phrase that I've heard with increasing frequency over the intervening years.
OK, that's not strictly true. Actually, it's not true at all.
If I were to suggest that almost every conversation you have about brands is influenced by the thinking of a Viennese psychologist, you'd probably think I was talking about Sigmund Freud.
I've just come out of a dispiriting advertising research briefing and I wish I could time-travel back to 1974.
Malcolm White looks back ... at Rosser Reeves' legacy, not just his fallacy.
Malcolm White is Co-founder of Krow Communications. Prior to this, he was executive planning director at Partners BDDH and Euro RSCG. He is the winner of an IPA Effectiveness Award.