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Omnicom Opens ‘Town Square’ Word-of-Mouth Agency

Word-of-mouth has continued to gain momentum as an accepted form of marketing, particularly since the Word of Mouth Marketing Association began formally publicizing the medium. Agencies have formed word-of-mouth groups; most recently, GroupM in the U.K. announced that it had joined with BzzAgent to create the U.K.‘s first word-of-mouth agency.

Now, Omnicom Group has announced that it, too, has created a marketing agency devoted to word-of-mouth, BtoB writes. The agency, Zocalo (Spanish for town square) Group will help companies integrate WOM techniques into their wider media mix.

The group is being led by Paul Rand, formerly Ketchum’s global chief development and innovation officer and a member of the Word of Mouth Marketing Association’s executive board.