Arnold Worldwide has cut an innovative deal with word-of-mouth marketing agency BzzAgent: Arnold is the first shop to tap BzzAgent’s new “media channel” that sells access to 130,000 word-of-mouth volunteers the same way media agencies sell ad space.
Arnold will use BzzAgent reps in a Hershey Foods sampling campaign launching next month, with broadcast and online ads.
BzzAgent’s Agency Partner Program “will allow us to provide a service to our clients that few firms can match. Not only can we offer our clients access to real world consumer conversations, but we can also integrate these honest discussions into our overall brand strategy,” said Jamie Tedford, Arnold’s senior VP-marketing and media innovation, in a statement.
Boston-based BzzAgent lets lead agencies control strategy and creative, BzzAgent executes and measure word-of-mouth components. Agencies pay slotting fees for access to BzzAgent’s network, based on the number of agents who join the campaign.
BzzAgent also is working with Starcom MediaVest Group’s word-of-mouth unit Reverb; the two shops will handle joint campaigns.
Separately, Arnold Brand Promotions, Boston, has promoted Beth Rice to executive VP.
Rice, who had been senior VP until early February, is credited with building the promotions arm of Arnold Worldwide over the past eight years.
“Everyone who works with Beth will attest to her passion and energy for her craft and dedication and commitment to Arnold,” said Arnold Managing Partner and Director of Operations Karen Driscoll in a statement. “She is … one of our best ‘go to’ people for big ideas, and awesome in new business development.”
Client wins over the past 18 months include RadioShack, MobileESPN, Fidelity, Tyson Foods, Pergo and Hershey Corp. Last year, Arnold lost longtime client Volkswagen of America when the automaker moved to Crispin Porter + Bogusky for advertising and promotions.
Arnold Brand Promotions ranked No. 30 in the 2005 PROMO 100 with estimated 2004 net revenues of $29.5 million, up 21% from 2002.
