IPG and BzzAgent form partnership for WOM campaigns. Interpublic has entered into a strategic partnership with BzzAgent, an international word-of-mouth (WOM) media network, to facilitate the development and execution of WOM campaigns for its agencies’ clients. BzzAgent allows brands to activate, manage and measure product-related conversations triggered by its network of 320,000 trained consumer volunteers, called Agents. The agreement, which covers the US, provides Interpublic with preferred pricing and preference for campaign timing and Agent selection. In turn, BzzAgent benefits by having many of the world’s biggest agencies develop WOM programs specifically for its network. The companies will also develop joint research to provide WOM marketing insights to Interpublic’s clients and agencies. BzzAgent has begun working with Interpublic’s Draftfcb, Hill Holliday and Universal McCann on WOM marketing campaigns for key clients. Interpublic’s Emerging Media Lab will manage the corporate relationship, serving as a liaison between the agency, client and BzzAgent.
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