FT.com / Companies / Media & internet - YouTube ‘bigger than MTV’ for advertisers: "But successful future campaigns would need to imitate viral content - so-called because of its rapid spread online - by being easy to consume repeatedly and to forward on, said Mark Tutssel, worldwide chief creative officer at Leo Burnett.
Advertisers would also have to invite consumer interaction, by allowing people to create their own commercials and comment, even negatively, on brands, Mr Tutssel said."
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