Sean Carton ClickZ, 28 Nov 2005

Top US-ad biz executives are still “worried” about new media. Sean Carton puts their minds at rest and advocates DMC’s services …

Viral marketing (undoubtedly another advertising method causing beads of sweat to form on the exquisitely waxed upper lips of Madison Avenue corner-office holders) can be tracked using services such as those offered by BuzzMetrics and DMC.

…more

DM Weekly - mad.co.uk, 31 October 2005

DMC discusses the ethics of viral, buzz and word of mouth marketing.

(more…)

Adam Hill PR Week, 23 September 2005

PR campaigns are increasingly all about creating ‘buzz’. But how can this be monitored? Adam Hill reports:

But because not everyone is using the same measurement methods, clients are left wondering who is right. Justin Kirby, MD of Digital Media Communications, is also co-founder of the Viral & Buzz Marketing Association and, along with Dr Paul Marsden of the London School of Economics Institute of Social Psychology, points to a way forward… The pair co-edited new book Connected Marketing and suggest one can measure effectiveness of a WoM campaign in the most telling manner possible.

(more…)

DMC’s Justin Kirby is to speak with fellow VBMA members (Dr Paul Marsden, London School of Economics), Russell Goldsmith (markettiers4DC) and Fergus Hampton (Millward Brown Precis) on the ‘Viral and Word of Mouth Marketing Programs’ panel at Ad:Tech’s inaugural London Conference on Thursday 29th September 2005

(more…)

.net Issue 140, September 2005

.net magazine finds out why virals are THE must-have marketing tool. As DMC’s Justin Kirby explain’s:

If you’ve got a product like an iPod, it generates natural word of mouth. So viral marketing is often used for products that don’t have any wow factor.

(more…)

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

(more…)

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.

(more…)

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.’

Emma Rigby Revolution UK, July 27, 2005

Mazda is also launching a viral mimicking the 80s film Mannequin to point out the sex appeal of the Mazda5 C-MAV, which went on sale this week. The campaign, run through DMC, features a web-first ad created by JWT Germany. It shows a group of female mannequins in lingerie being driven through a city by a window dresser in the car. One dummy is so moved by the experience it has a life-like reaction. Views can click through from the site to view Mazda’s other viral films.

(more…)

NMA, 22 July 2005

Mazda has launched its eighth online viral and buzz marketing campaign, aimed at raising brand awareness and boosting demand for the Mazda 5 ahead of the mainstream marketing campaign next month. Designed to grab the attention of the young and open-minded, the titillating ad features a group of female mannequins in lingerie being driven through a city by a window dresser in the new Mazda 5. Mazda UK ad manager Melanie Srocznski said the campaign extends one of the company’s core marketing strategies: pre-launch brand marketing activities for TV ads.

(more…)