o marketers want consumers to be in control, do they? At the International Advertising Association World Congress in Beijing last month, delegates heard how consumers now have the power to alter marketing behaviour.

Rod Pullen, CEO, Batey Red Cell, Singapore, told delegates how two ordinary consumers created a website and a film to protest that Apple�s iPod battery couldn�t be replaced and lasted only 18 months. This forced Apple to change the battery. ... more