The World: Shanghai Interactive brand sites questioned by O&M chief

Shelly Lazarus, Ogilvy & Mather's global chairman and chief executive, has dismissed the idea that consumer-generated advertising will increase in the future, casting doubt on the effectiveness of interactive brand websites.

Speaking during a visit to Shanghai, she said: "This consumer-generated advertising is going to diminish in a few years' time. If our consumers are better at creating content than we are, then we're out of business."

She also questioned the value of brand sites, where consumers play games and create their own content by saying: "Just because you interact, I'm not sure you're fully involved."