Panorama Ivo Laurin, head of the Czech Republic’s only word-of-mouth marketing agency, on new ways to reach consumers
Ivo Laurin is the director of Outbreak, the Czech Republic’s only word-of-mouth marketing agency. Instead of what’s called above-the-line or ATL advertising, meaning traditional methods such as billboards and TV commercials, Mr Laurin aims to engage the consumer in conversations about the product that is at the center of his campaign. And with some success. Word-of-mouth is sometimes referred to as WoM, and last year Outbreak received a bronze Wommy, an American award honoring great work in this cutting-edge form of advertising. Ivo Laurin talks about what word-of-mouth entails, how it differs from conventional advertising and what first piqued his interest in the industry.
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