DMC’s Justin Kirby to speak with Martin Gill of Comic Relief and Matt Smith of The Viral Factory on using viral marketing to increase brand awarenesse at The Digital Marketing Forum on 4th July 2005 at The Cumberland Hotel, London

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mad.co.uk - DM Weekly, 17 August 2005

DMC’s MD Justin Kirby asks what metrics should be used when employing non-traditional marketing alternatives.

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Marketing, 10 Aug 2005

Humour is a powerful communications device if used in the right way, but getting it wrong risks doing damage to a brand’s reputation. James Curtis looks at the do’s and dont’s:

‘The biggest mistake, particularly among more creative companies, is seeing humourous marketing as a means in itself, rather than a means to an end,’ says Justin Kirby, managing director of agency Digital Media Communications. ‘They forget to ask if the humour is actually achieving something. Mostly, humour is used as a creative solution to a problem, not as a properly thought-through strategic approach.’