Weber Dives Into Social Media

BOSTON Agency veteran Larry Weber (shown) dives deeper into social media through the launch of Two Martinis, a 10-person firm in Waltham, Mass., dedicated to helping CMOs build communities and aggregate content, increasingly important components of building brands in the online world.

The company is part of Weber’s existing W2 group of digital communications firms — such as Racepoint and Digital Influence Group — and will draw on the expertise of those companies.

Two Martinis essentially formalizes ongoing efforts by Weber and his associates. They have already consulted on projects for various clients, including Burma, LookSmart, Ringleader Digital, Bentley Systems and Digital Globe.

The senior staff includes Weber as chairman (he just published a book, Marketing to the Social Web: How Digital Customer Communities Build Businesses); Marijean Lauzier as CEO (she has long helmed tech-focused PR shop Racepoint,); Aaron Hughes, svp, cd; Stephen Lucier, design director; and Jon Hedlund, planning and strategy chief.

“The Dialog Brand” is the name of the three-pronged approach the start-up employs to fashion a social-media brand for clients.

Weber said he saw the need for the service after working with young firms and global companies alike.

Chris Colbert, CEO of Boston shop Holland Mark and a former industry consultant, said “clients need focused help figuring out how to really leverage this milieu in a scaleable way,” which could give the start-up some traction.

Even so, “re-packaging their current capabilities [and] people to appear more dedicated to this space” could raise some eyebrows, Colbert said. “Until client organizations are resourced with people dedicated to the social media space, I’m not sure how much traction service entities like this will get.”