As further evidence of the increasing threat that crowdsourcing poses to advertising agencies, PepsiCo's Mountain Dew will reward marketing duties for a $100 million-plus business to a consumer-picked player, via an online contest beginning in late November 2009.

As further evidence of the increasing threat crowdsourcing poses to advertising agencies (at least to those whose fees outweigh their creativity or insight), PepsiCo's Mtn Dew will reward marketing duties for a $100 million-plus business to a consumer-picked player. A contest beginning this month will allow any agency, independent film company or individual to submit 12-second clips outlining their ideas for marketing three new Mtn Dew line extensions via www.12seconds.tv. Consumers will vote for the top talent, whom will be awarded an assignment for the products.

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