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As the recession continues to put pressure on ad spending across most media, word of mouth marketing is one notable sector that has bucked the trend and continued to grow.
And agencies are devoting more resources to meet client demand. Case in point: Omnicom’s OMD is preparing to launch a new WOM practice this fall called OMD Word, according to sources. The offering has been in the works for months, but agency executives said they weren’t prepared to discuss it in detail until Q4, when a formal launch is planned.