Nicolas Roope: “User generated content feels like a very old and tired trend. But, looking out there, it’s clear to see there’s simply been a shift in sophistication in the way UGC is garnered from communities, treated, and released back into channels. The Creators Project is like many others in that it effectively piggybacks other contributors’ ideas and energies. The difference with The
Creators Project is that it’s done really well, at a really ambitious level, and is sustained – so it doesn’t disappear
as soon as it’s arrived. As advertisers, we’re very used to short intense bursts of activity and often shun anything with legacy. But, with the web, audiences and communities take time to build, so why turn the tap off too early?”