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Got Milk Wants to Get Inspired by Teenagers

The concept of asking consumers to develop advertising campaigns for certain products hasn't been addressed by the marketing minds on Mad Men, but today's advertising agencies are increasingly seeking consumer-driven marketing ideas. The Got Milk campaign has recently recruited California high school students to develop ideas for ads that could run next year and are meant to inspire teenagers to drink more milk.

The California Milk Processor Board is hardly alone in challenging consumers to be creative; it's a trend that's becoming more common in marketing today. Jeff Goodby, co-chairman at Goodby, Silverstein, explains: "The idea is that it’s fine to involve people in the solution of problems. And people love to see if they can do as good a job as the professionals." The kids are getting a peek into what it's like to work in advertising while the Got Milk campaign is getting fresh ideas from the consumer group they're trying to win over — sounds like it could be a winning combination.

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