2018 was a tumultuous year for media and advertising. It might look tame compared to 2019. A lot's happened in the past 12 months. Digital-media companies started to hit a wall, and Facebook battled one public-relations crisis after another. TV viewers cut the cable cord. New kinds of consumer companies challenged conventional marketers.
Every brand tells a story, but successful brands recognize that their story has to be authentic. They also know the customer has to be at the center – not as a mere consumer, but as an active participant. What better way to accomplish this than by making work done by consumers an integral part of the experience the brand has to offer?