Ogilvy is working with blog-search company Technorati to help its clients aggregate relative blog content and leverage buzz on blogs into existing campaigns.

Part of the partnership will include the use of Technorati's "Conversational Marketing System," which helps clients build sites and online communities around relevant issues, and by incorporating blog content and links to blogs, MediaPost reports. Technorati will also incorporate videos, photos, and other forms of social media.

Ogilvy specified that it will not use Technorati's services in the areas of public relations or crisis management.

"The benefit of social media is that it allows brands to build a more authentic, participatory relationship with its audience than was possible in the mass media era," said Peter Hirshberg, chairman and chief marketing officer at Technorati.