More news last week about WOM agency acquisitions and this time it’s from Isobar, an interactive agency network scooping up Ammo, a word-of-mouth publicity group based in San Fran…
What’s interesting is how Sarah Fay framed the announcement:
Photo Credit: AdWeek
“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’s U.S. operations. “As Isobar builds its offering in the U.S. market, word-of-mouth marketing is a natural key focus for us.”
The “will become a fundamental part of mainstream marketing” is interesting given recent conferences and other moves by larger players to secure niche word-of-mouth service. Either Sarah’s playing this acquisition down or she’s looking to secure other word-of-mouth marketing firms. My bet is that this acquisition wasn’t costly to Isobar which could easily build Ammo into an integrated network offering approach to cross-sell services to existing clients.
Regardless, I’ve heard many advertisers express hesitation in part because they feel the word of mouth space is still in a formulation phase. Of course, I have to disagree.
So, Sarah if you’re looking to acquire another firm, talk a look at BoldMouth.com.
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