User-generated content is notoriously difficult to monetize, but it’s not a lost cause: Ogilvy Group Planning Director Gina de Mendonca says it has potential, especially when professionals play a role in curating it. De Mendonca is a partner at the advertising agency’s digital division neo@Ogilvy, where she works with clients like IBM.

"You have to think about it a little more creatively. There has to be some element of control, and that’s when it has worked most successfully," she told me in an interview after the Beet.TV Online Video Roundtable . "But just broad-scale user-generated content often can be a little bit risky for some clients."

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