NEW YORK: Interpublic Group has formed an alliance with word of mouth marketing firm BzzAgent to run WOM campaigns for clients of IPG agencies.
The agreement is not exclusive, and covers the US only; BzzAgent has a similar arrangement with WPP in the UK, according to director of communications Joe Chernov.
BzzAgent has already run campaigns for Draftfcb, Hill Holiday, and Universal McCann, three IPG ad agencies. The firm has not worked with any of IPG's PR agencies thus far, according to IPG director of corporate communications Anaka Kobzev, but they plan that such work will take place in the future. Both sides say, however, that BzzAgent will be an “additive” resource, not a total replacement for agencies that already offer in-house WOM marketing capabilities.
“The model won't replace any services that any IPG company currently offers,” Chernov said. “We're essentially a media outlet for IPG.”
Chernov said that BzzAgent campaigns can “activate buzz” about IPG clients, as well as provide feedback from the company's more than 300,000 agents in a sort of focus group role. He said that the alliance marks a road to the future for the agency.
“Our future is to be used as a media channel by the world's best advertising, marketing, and public relations firms.”