Fortune Favors The Brave: Harley-Davidson’s Leap of Faith
The motorcycle company's chief marketing officer enlists the power of the community to create the brand's advertising.
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: