Interpublic, BzzAgent form partnership for word-of-mouth campaigns

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New York—Interpublic Group of Cos. announced Tuesday that it has formed a strategic partnership with BzzAgent, a word-of-mouth media network, to facilitate the development and execution of word-of-mouth campaigns for its agencies’ clients.

BzzAgent helps marketers activate, manage and measure product-related conversations triggered by its network of 320,000 trained volunteers. The agreement gives Interpublic preferred pricing and preference for campaign timing.

The companies said they will also develop joint research to provide proprietary word-of-mouth marketing insights to Interpublic’s clients and agencies. BzzAgent is currently working with Interpublic agencies Draftfcb, Hill Holliday and Universal McCann on word-of-mouth marketing campaigns for clients.

Interpublic’s Emerging Media Lab will manage the corporate relationship.

—Carol Krol

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