The VBMA’s Ad:Tech get together at Whiskeys gets mentioned on the Ad:Tech blog:

The venue was, for once, conducive to conversation even if the lighting was such that significant squinting was required to see who you were talking to. Open bar had a way of making this irrelevant. The center of the party was DMC Founder Justin Kirby who was decked out, head to toe, in a shimmering white suit.

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Moderated by Edelman Catalyst Group Strategic Consultant Jan Marie Zwiren, this session is the first of two AD:TECH session focused on word of mouth and viral marketing. The panel included VBMA Co-Founder and DMC CEO Justin Kirby, P & G Tremor CEO Steve Knox, New Media Strategies Founder and CEO Pete Snyder and BzzAgent CEO Dave Balter.:

The venue was, for once, conducive to conversation even if the lighting was such that significant squinting was required to see who you were talking to. Open bar had a way of making this irrelevant. The center of the party was DMC Founder Justin Kirby who was decked out, head to toe, in a shimmering white suit.

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Jeff Jarvis from Buzz Machine quotes DMC’s Justin Kirby from Ad:tech New York 04 session focusing on word of mouth and viral marketing:

Justin Kirby from DMC in England says that measuring what people are talking about is just more clutter. “It’s not just about people talking on blogs, it’s about people having influence.” Another smart line from him: “Not every product is an iPod.” Not everything is worth talking about.

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NMK, October 12 2004

DMC’s Justin Kirby locked horns with the IAB’s Danny Meadows-Klue in NMK’s The Great Viral Marketing Debate. Among other things, Justin expained:

A lot of advertising doesn’t work – audiences are too fragmented, and there’s too much clutter. Consumer-to-consumer messages are becoming more influential than marketer-to-consumer messages. The advertising industry is moving from a traditional top down model to a new viral model. Viral has become not just a valid part of the marketing mix, but, increasingly, an essential part. Justin closed by pointing out that it’s been recognised by leading industry experts for years.

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mad.co.uk, 11 October 2004

mad.co.uk looks at three seminar sessions from the up and coming DM Show (Thursday 28 October) that offer an ideal way to get to grips with where the cutting edge is to be found, including the presentation by DMC’s Justin Kirby and Informative’s Gary Schwartz on ‘How online viral and buzz marketing can integrate with and kickstart CRM initiatives’.

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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.

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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.

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