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BzzAgent Joins with GroupM for U.K. WOM

Britain will get its first word-of-mouth marketing agency with the partnership of GroupM UK and BzzAgent. The partnership preserves BzzAgent’s independence as a WOM media channel in the U.K.

The deal allows GroupM‘s agencies to become the first in the U.K. to plan, execute and measure innovative WOM campaigns for its clients, according to the companies.

“Our partnership with BzzAgent is the latest example of the convergence of content creation and distribution. The rise of social media, including word of mouth, creates new opportunities for our agencies to add tremendous value for their clients,” said Stephen Allan, CEO of GroupM UK in a statement.

As a result of a rising demand for mixed media marketing coupled with an increased desire from consumers to get more involved with brands, the UK market is primed to boom in the coming months, believes BzzAgent CEO Dave Balter.

As of yesterday (Monday), the U.K. version of BzzAgent had already attracted 3,000 agents, writes the Boston Herald.