WPP's Sir Martin Sorrell comments on crowdsourced ads

GHARIB: I'd like to get your take on these do it yourself ads.Because we saw during the Super Bowl that some of them were very effective. Do you see this as a threat or an opportunity?

SORRELL: An opportunity. User-generated content is a fact of this new medium and we all have to get used to it. What you have to do is use it to advantage. I mean you have to take these examples -- I mean, these ideas -- and try and develop them in the context of client strategies and execution, development in an effective and sophisticated way. I don't think it's a threat. I think it's an opportunity.
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