• by Joe Mandese  @mp_joemandese, September 27, 2011

Here's the problem for agency creative competing in the new media technology space - especially one where user-generated content can compete with the best of professionally created content. Goodby, Silverstein & Partners' Barbara Lippert pointed this out while moderating the "creative" panel at OMMA Global New York.

She told the OMMA crowd about a creative friend of hers who worked on a very intensive campaign for a year, and when it finally hit the Web, she said he complained that, "a cat on a Roomba kept trending higher" than the campaign he worked all year on.

"This is your competition," Lippert said, turning to the OMMA panelists, who looked like they were poised for a cat fight.

http://youtu.be/LQ-jv8g1YVI