You You You sod US

Brands are built by YOU not by the advertising agencies here's why:

Time MAGAZINE in 2006 nominated YOU as the person of the year:
YOU are not a consumer in your eyes you do not ‘consume’ you engage.
YOU will not allow brands to speak to you unless you ask them.
Brands can no longer interrupt a conversation online they have to earn that privilege, agencies are still in the mindset that they talk to their target audience rather than talk with them.
YOU are the ones in control online, YOU will decide if you click, send, open, download or delete!
YOU are now online savvy enough to realise the currency value in brands having your details.
YOU know that online isn't just a TV ad shoved up on the web and called a 'viral'
YOU can push companies to do what you want not what they want you to do
look how the Great British public got Wispa back on the shelf via Facebook
YOU are more responsive within this space
How can agencies be cutting edge online when they are carrying a 10-ton dinosaur around with them? the business model doesn’t work.
YOU can be heard online: Skype’s customer base was built on WOM not from advertising, last year Skype was one of the fasting growing brands in the UK.
YOU are now playing agencies at their own game, reversed high-jacking, agencies in the past used people’s ideas to sell their products, now people use their products in a way companies wouldn’t expect –Diet Coke with Mentos viral