Ogilvy Forges Alliance with BzzAgent
Charting the future of public relations
Holmes Report
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Ogilvy Forges Alliance with BzzAgent

Ogilvy Public Relations Worldwide and BzzAgent, the international word-of-mouth firm, have formed a non-exclusive strategic partnership to offer Ogilvy PR clients comprehensive word-of-mouth communications solutions.

Paul Holmes

BOSTON—Ogilvy Public Relations Worldwide and BzzAgent, the international word-of-mouth firm, have formed a non-exclusive strategic partnership to offer Ogilvy PR clients comprehensive word-of-mouth communications solutions. The alliance will allow Ogilvy to tap into BzzAgent’s community of 370,000 consumer volunteers as part of its strategic public relations, marketing and communications accounts. Ogilvy PR is the first public relations agency to develop a formal relationship with BzzAgent.

"Word-of-mouth marketing is organic to public relations and something we are extremely bullish on," says John Bell, managing director of 360-Degree Digital Influence at Ogilvy PR. "We have a deep commitment to integrating this discipline into all facets of our work—both online via digital influence and offline where most of word of mouth happens. As consumer advocacy and peer to peer reviews rise, it becomes even more important to our business."

BzzAgent allows companies to generate awareness and collect valuable feedback on products and services through a community of 370,000 consumer volunteers, who receive free products and services and generate buzz about them. Ogilvy and its 360-Degree Digital Influence group handle social media and digital marketing campaigns. The new expanded offering will provide clients across with a sophisticated approach to word-of-mouth communications.

"Over the last year, word-of-mouth marketing, online and offline, has become an integral part of our consumer marketing offering. Increasingly, it is embedded into all client programs not as a nice-to-do but a must do," says Barby Siegel, managing director of Ogilvy PR’s global consumer marketing practice. "The combination of traditional media relations and authentic consumer conversation needs to become the norm."

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