Agency of the Year: 'The consumer'

The empowered consumer is alive! Advertising Age names 'the consumer' Agency of the Year.

Consumers have always been in control, says Advertising Age. A brand has only ever been as good as consumers' experience of it. However, the difference today is that consumers have lots of ways of communicating those experiences, and trust each other's views above marketers' overt sales pitches. Consequently, they're influencing marketing strategy as never before.

AdAge refers to probably the most famous example of consumer control: the Mentos-Coke videos. Here's one of the most famous ones: