Fortune Favors The Brave: Harley-Davidson’s Leap of Faith

Fortune Favors The Brave: Harley-Davidson’s Leap of Faith
technology

The motorcycle company's chief marketing officer enlists the power of the community to create the brand's advertising.

Kyana Gordon
  • 19 november 2010

Watch out Madison Avenue, there’s a new game-changer in town. Part of the Harley-Davidson account was won by an unprompted creative brief.

Mark-Hans Richer, senior vice president and chief marketing officer of Harley-Davidson, reveals to Forbes his decision to approach the brand’s advertising with crowdsourcing. The shift was prompted when John Winsor, head of Victors & Spoils, a crowdsourcing agency based in Boulder, Colorado wrote the bold blog post: “Hey, Mark-Hans, We’re Working on Harley-Davidson.” An excerpt from Winsor’s post further explains how his agency would win the business:

Access this article for free
Fill in your email below and you'll gain access to this article while also receiving a number of membership features as part of a special 30-day trial.
*Already a member? Log in here

Learn About Our Membership Services

Need Research Help?
As a member you can ask us any research questions and get complimentary research assistance with a 4-day turnaround. Reports inclde stats, quotes, and best-inclass examples on research topics.
Remain Informed & Strategic
We publish several trends reports each month. By becoming a member you will have access to over 100 existing reports, plus a growing catalog of deep topical analysis and debrief-style reports so you always remain in the know.
See Trends Come To Life
Meet your peers and immerse yourself in monthly trend and innovation webinars and discounted conferences.
No search results found.