Grey London is teaming up with word-of-mouth (WoM) agency Wildfire as the first in a series of strategic developments that aim to improve the agency’s non-traditional offering.
The Wildfire deal will mean the agencies work closely together, using social networks and communities to “identify and engage with clients’ most influential customers”. Under the terms of the deal, Wildfire will move into Grey’s Farringdon office.
David Patton, the new chief executive of Grey London, says the move will see Grey put WoM at the heart of its services across all clients and campaigns.
He adds: “There has been a move away from the traditional selling proposition to big brand ideas executed through multi-channel environments. WoM marketing is incredibly powerful and greatly enhances the effectiveness of advertising campaigns by adding credibility and authenticity.”
He says the furore around Northern Rock’s troubles is an indicator of how WoM can influence consumer perception of a brand, and shows that it is vital for brands to build a strong and positive influence among communities.
Patton, who took over the role on September 3, says the deal is “the first of a number of key digital announcements we will be making to offer our clients coherent, multi-platform creative solutions”.
Grey and Wildfire, which will retain its name as part of the deal, have a history of collaboration on projects, working together on accounts for Procter & Gamble, GlaxoSmithKline and Nokia.