WPP's GroupM announced that it will acquire M80, a smaller word-of-mouth marketing firm, in order to strengthen its capabilities in that area, MediaPost writes (via MediaBuyerPlanner). M80, a web-centric company since its beginnings, posted $2 million in revenue last year. It claims clients such as Microsoft, Comedy Central and the Gap, among others.
Word-of-mouth marketing has become an increasingly important part of the marketing mix, and M80, with its focus on community activation and viral marketing, will help boost GroupM's abilities to harness consumer-generated media, according to the article.
