Ogilvy Cannes Study: Behold the Power of Word of Mouth
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Can you hear my brand now?
A new study by Ogilvy, Google and TNS presented at this week’s International Festival of Creativity at Cannes ironically highlights the effect PR can have on ad campaigns as applied to brand perception and sales.
In short: word of mouth is the most powerful factor when it comes to consumers’ relationships with brands.
The six-month survey (full report here) interviewed nearly 2,500 consumers who’d recently purchased products in the auto, beauty and smartphone categories.