DMC’s MD recently spoke about Advertainment at the Ad:tech New York 03 interactive marketing conference and expo:

Justin Kirby from DMC said the Web is the most accessible channel for advertainment content because there is a category of users who seek them out, pass them on and talk about them.

(more)

DMC’s Justin Kirby gets quoted on Fast Company blog from “Advertainment: Perfect for an Array of Targets” panel at Ad:tech New York 03:

18-34 year old males don’t use a lot of media, but the media they do use is expensive. If create material that they’ll pass around peer to peer, it can get passed along. But the trick is to send it to influencers as editorial, not as advertising.

(more…)

Philip Smith - Revolution, November 01 2003

Justin Kirby, managing director of viral and buzz-marketing agency DMC, says the value of chatrooms to marketers is often asked by clients. “There was a time when we used to speak to music firms (in particular) who would ask ‘Why should we use you to carry out viral-marketing campaigns when we can employ a student to infiltrate chatrooms?’,” he recalls. “Our answer at the time was pretty much the same as is it is now. Firstly, how do you quantify the influence of a comment in a chat room. Secondly, what happens if your guerrilla team gets caught out? As Kirby notes, ‘outing’ can be embarrassing for agencies and clients alike. Also, there is an issue with ROI.

(more…)