ConAgra Gets CGC

Dawn Anfuso, senior editor for iMedia Connection spoke to Kevin Doohan, director of web marketing for Omaha-based ConAgra Foods, a Fortune 100 company.

iMedia: Consumer-generated content is scary for many brands because of their inability to control it. How do you view the topic? Have you had much experience dealing with it yet? Any advice for other marketers?
Doohan: I believe consumer-generated content is best when it is authentic, unfiltered and about a subject that inspires passion and participation. We’re in the middle of an inexorable shift toward consumer control. I have experience with consumer-generated content. My opinion is that the value created by active consumer participation is greater than the downside reduced control creates. My advice is just do it.

About David Burn

I wrote my first ad for a political candidate when I was 17 years old. She won her race and I felt the seductive power of advertising for the first time. Today—after working for seven agencies in five states—I am head of brand strategy and creative direction at Bonehook in Portland, Oregon.