Armed and ready
Interpublic has developed a strategic, non-exclusive relationship with word of mouth agency BzzAgent.
BzzAgent can help augment a product or brand's popularity, and provide valuable research, by tapping its 300,000 demographically segmented volunteers.
The terms of the deal involve buzz campaigns from Interpublic agencies and original research, reports Advertising Age.
Interpublic will also receive preferred pricing and other unmentioned benefits.
To quell concerns about the perceived line between "word of mouth" versus "traditional" marketing, SVP Art Muldoon of client services at BzzAgent explained, "This is about reducing the friction for clients who want to use this as a new form of marketing […] When we knock on a client's door and talk about word-of-mouth marketing, that means so many things to so many people. We want to make it easier for a client to buy us."
