OgilvyOne opens viral marketing unit

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LONDON-- OgilvyOne has set up a Viral Marketing Unit here to advise clients on the creation of digital "word of mouth'' campaigns. The agency has already mounted a viral marketing campaign for Friskies Pet care, part of Nestle Group.

John Owrid, OgilvyOne management partner for OgilvyOne's consulting arm, predicts that in three years time most good marketing on the Web will be viral marketing. "Traditional marketing strategies have never translated well to the Web. Broadcasting is costly and high-risk. Online CRM remains an intangible dream; however, as the Net's infrastructure gets stronger, viral marketing gets easier and the rewards for those who can do it properly, get bigger.''

"The Internet was designed to be a system for individuals to exchange ideas. If you look at the bulk of traffic on the net, most of it is community: People talking to each other. The most popular application on the net is e-mail.''

Copyright August 2000, Crain Communications Inc.

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