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NEW YORK Interpublic Group said it has entered a partnership with BzzAgent for its agencies to use that firm’s word-of-mouth services and conduct research in the area.
Several IPG shops, including Hill, Holliday, Connors, Cosmopulos, DraftFCB and Universal McCann, already use BzzAgent for various clients. The Boston-based company has more than 300,000 “agents” who are given product samples, asked for feedback and encouraged to talk about them with their friends.
Marketers are reawakening to the power of word of mouth in product decisions.
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