Adverlab has a complete rundown of what agencies this years winners work at, and talks some lovely smack about a dumbheaded article about the spots in the NYTimes. But this shouldn’t be news to anyone that follows the UGC/ad industry. It just re-iterates a point we’ve been saying privately among ourselves. The only way to get massive mileage out of big UGC-ad contests is to make them a REALLY big deal and put the spots on the Superbowl. That’s a story that lives for a while. But you don’t get the greatest creative. You don’t really get real people involved. And you’re still spending a lot of money. Food for thought, brand managers. (via set9b.com)