GeniusRocket Names Bob Garfield Critic at Large

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Veteran Advertising and Media Expert Joins Crowdsourcing Agency Advisory Team

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We have no doubt that the addition of Bob Garfield to our team will help our clients refine and improve their crowdsourced ads.

GeniusRocket, a curated crowdsourcing and video advertising content agency, today announced that Bob Garfield has been named Critic at Large. In this role, he will serve as the chief consultant providing qualitative feedback and assessment of the creative direction for GeniusRocket’s crowdsourced advertising projects.

GeniusRocket’s model brings together the energy of the crowdsourcing world –speed, value and talent -- with the security, privacy, and creative direction of more traditional agency models. The company uses a unique platform with a staged, curated and client-driven project selection, collaboration, and production process, utilizing a fully vetted community of creative professionals.

“Marketers and advertisers have a huge opportunity in crowdsourced content, and GeniusRocket’s particular platform is especially attractive,” said Bob Garfield. “The idea isn’t to sort through haystacks for needles, but to help established creators understand a brief and deliver sound results. Yeah, there are more misses than hits. That’s why I have a career. But the solutions are sometimes extraordinary – and extraordinarily unlike what agencies are apt to produce.”

Garfield will not advise GeniusRocket or its clients on media strategy or tactics, but will offer guidance on both specific ad executions and the integration of GeniusRocket output into marketers’ overall efforts. “Not to let the cart pull the horse or anything,” Garfield said, “but when 20 teams work a problem -- as opposed to one --- the chances increase of finding something profound.”

Since 1985, Garfield has been a columnist and critic for Advertising Age. For the past 11 years, he has co-hosted NPR’s radio program on the media, titled “On the Media.” Garfield has been a contributing editor for the Washington Post Magazine, Civilization and the USA Today op-ed page. He has also written for The New York Times, The Guardian, Playboy, Sports Illustrated and Wired. As a lecturer and panelist, he has appeared in 36 countries on six continents.

“We have no doubt that the addition of Bob Garfield to our team will help our clients refine and improve their crowdsourced ads,” said Peter LaMotte, President of GeniusRocket. “Bob’s approach works in tandem with our commitment to push the boundaries at the intersection of messaging, medium and creativity to the point where audiences are not bored by the content but instead crave it.”

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About GeniusRocket

GeniusRocket connects smart brands with smart ideas for crowdsourced advertising and content. Tapping into our community of more than 400 creative professionals, we offer outstanding advertising value for clients ranging from Fortune 500 companies and trade associations to political campaigns and educational institutions. For more information, visit http://www.geniusrocket.com.

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Pheniece Jones
SpeakerBox Communications
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