You’ve read all of your free items this month. To register, get added benefits and unlimited access to articles, Become a Member. Already a Member? Sign in. Advertising Age Article Abstract Employees No Longer Baggage, but Blessing Kraft, Fidelity, Others Tap Workers Not Just for Ads but Focus Groups, Brand Ideas and More By Beth Snyder Bulik, Published on November 08, 2010 10 Want more Access, Content & Connections? Upgrade to Membership. We are glad you are enjoying Advertising Age. To get uninterrupted access and additional benefits, become a member today. Register Now Already a member? Log in.