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Consumers as brand curators: How user generated imagery is transforming the creative process

A brooding, tattooed banjo player, a woman draped in front of a cityscape, a child uncharacteristically relaxing in a pool – these evocative images form the centrepiece of luxury hotel chain Loews’ most recent ad campaign. Yet despite their slick, on-brand appearance, they were all snapped by Instagram-using holidaymakers.

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