A trade body representing worth-of-mouth agencies in the UK will launch next week. WOM-UK is being set up in response to the growing use of the medium.
WOM-UK, which will launch at Marketing Week Conferences Word of Mouth Marketing event next week, will be a member-owned association. It will have a formal partnership with its US counterpart, WOMMA, and will adopt the same ethical codes and principles.
The UK body says that there have been some modifications to reflect cultural differences and local norms within the UK and Europe.
Tim Sinclair, director at PR agency Wolfstar Consulting, has been appointed as WOM-UK chief executive. He says: “It is key to embrace this powerful medium. WoM is rising, but, especially online, it can be a minefield. By joining the association, members and clients can rest assured that all work is along best practice guidelines and set standards.”
The body says it aims to have signed up 60 members by December, rising to 250 by the end of next year. It has already signed more than ten founding members, including Experian, Dubit, Wolfstar and Wildfire, which has joined forces with Grey London in a new strategic partnership (MW last week).