Isobar Puts Money Into Word of Mouth
The Aegis group digital operation buys a buzz marketing agency.
The Aegis group digital operation buys a buzz marketing agency.
Aegis Group’s Isobar digital unit has added another set of capabilities to its arsenal, acquiring word-of-mouth marketing agency Ammo Marketing for an undisclosed sum.
Though San Francisco-based Ammo has used interactive marketing in its campaigns, the company is best known for recruiting “influencers” to buzz about its clients’ products.
“We’re finding that a lot of our programs work with many other media, online and offline. And increasingly, we’re seeing mobile being the link between online and offline,” Ammo senior partner and CEO Julian Aldridge, who will become president of both Ammo and Freestyle Interactive, told ClickZ. “The cell phone is really a powerful tool for 13- to 24-year olds to spread word-of-mouth.”
Before joining Ammo, Aldridge worked for four years at Red Sky Interactive, running the agency for his last two years there. Ammo’s other partners, Kerry Lange and Andrew Strickman, along with its seven other employees, are expected to continue working at the agency.
Though Aldridge will oversee both Ammo and Freestyle, the two units will continue to operate separately and keep their own brand names. They will look for opportunities to work together, however. The agencies already share a client in Electronic Arts, and they have recently begun work on joint projects for POLA and Cadbury Schweppes.
For Isobar, the acquisition appears to be an acknowledgement of the power of word-of-mouth marketing.
“We believe, as do the principals of Ammo, that word-of-mouth marketing will become a fundamental part of mainstream marketing,” said Sarah Fay, president of Isobar U.S.
Ammo is just the latest addition to Isobar’s network in the U.S. The company acquired Web development shop Molecular last year, after having purchased SEM agency iProspect in late 2004. It also owns Carat Fusion, which handles both interactive and direct marketing.
More about:
Lucy helps organizations leverage knowledge for in... View Tech Talk
TVSquared is the global leader in cross-platform T... View Tech Talk
Grata is a B2B search engine for discovering small... View Tech Talk
Streaming has become a staple of US media-viewing ... Download Now
Data is the lifeblood of so many companies today. ... Download Now
This report documents the findings of a Fireside c... Download Now
Customers decide fast, influenced by only 2.5 touc... Download Now
Streaming has become a staple of US media-viewing habits. Streaming video, however, still comes with a variety of pesky frustrations that viewers are ...
View resourceData is the lifeblood of so many companies today. You need more of it, all of which at higher quality, and all the meanwhile being compliant with data...
View resourceThis report documents the findings of a Fireside chat held by ClickZ in the first quarter of 2022. It provides expert insight on how companies can ret...
View resourceCustomers decide fast, influenced by only 2.5 touchpoints – globally! Make sure your brand shines in those critical moments. Read More...
View resourceMarketers today need to thoughtfully select visuals that align with their content, boost SEO performance and drive ROI Read More...
View articleHow the sunglasses giant created subconscious brand recall value with music festival-goers through the power of strategic partnerships and experientia...
View articleIn life, as much as on LinkedIn (or Facebook, Twitter, etc.) people and brands who blabber on about themselves become annoying and best avoided, soone...
View articleBuilding trust in your brand is hard enough. Now take a situation where your audience is so cynical of your product offering some of them even call fo...
View articleThere is room for better lead capturing as ABM evolves in a cookieless world Read More...
View articleTop-of-mind action points that will be valuable to challenger brand marketing for the rest of 2021 and 2022 Read More...
View articleOmnichannel marketing presents an opportunity to marketers but requires better use of data Read More...
View articleThe dark horse your business needs to outperform competition and win at search Read More...
View article