Jennifer Whitehead, - Revolution, June 07 2004

Leading agencies including Digital Marketing Communications, cdp-travissully, Cake and The Viral Factory are joining forces to launch an international association to promote viral and buzz marketing … Justin Kirby, managing director of DMC, said: “Viral and buzz marketing is not new, but the use of these consumer-to-consumer techniques is becoming more prevalent, particularly as the falling effectiveness of traditional, marketer-to-consumer techniques is making advertisers look seriously at other ways to build brands and shift product.”

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