WATERTOWN, MA: BzzAgent, a word-of-mouth marketing company, has selected Shift Communications as its AOR. The account is described as “six-figures” annually.
“[Shift] seemed to have the strongest grasp not only on the WOM marketing space but the challenges both BzzAgent and the industry faces,” said Joe Chernov, PR director for BzzAgent, adding that the search took nearly three months and involved 10 agencies.
He added that part of the Shift’s responsibilities would be in strategic media relations. “Our challenge isn’t generating press; it’s being a little bit smarter about the press we generate,” he said.
Shift will also help BzzAgent as they try to recruit “agents” in new geographic areas and demographics, such as Canada and the Hispanic market.
Todd Defren, principal at Shift, noted the agency would also help BzzAgent as they try to move into being a media channel for marketers. “"PR and other marketing channels have a hard a time proving themselves from the get go," he said. "Word of mouth is doing a good job of measuring their results right out of the gate.