Zocalo Group Launches Today, New Agency Focused On Creating Sustainable Word Of Mouth And Customer Evangelism

Zócalo Group, a new word-of-mouth marketing agency, launched today to help clients develop measurable, systematic and disciplined initiatives to create sustainable word of mouth and customer evangelism. Led by Paul Rand, formerly Ketchum’s global chief development and innovation officer, Zócalo Group marks the addition of Omnicom Group’s first agency dedicated solely to word-of-mouth.

Thomas Harrison, chairman and chief executive officer of Omnicom Group’s Diversified Agency Services noted that word of mouth has become a distinct and measurable part of the marketing mix. “Word of mouth and customer evangelism is increasingly becoming top of mind for many of our clients, yet the space is still being defined. Listening to chief marketing officers today, their primary interest is to first create demand for a product or service and secondly to sustain it,” said Harrison. “The Zócalo Group approach provides the kind of sophisticated, rigorous and disciplined methodology that is needed to become a credible part of the marketing mix.”

A member of the Word of Mouth Marketing Association’s (WOMMA) executive board, Rand has been actively involved in defining word of mouth marketing as a strategic communications medium. Prior to Ketchum, Rand founded Corporate Technology Communications, a public relations agency that Ketchum acquired in 2001.

Joining Rand at Zócalo Group as a partner will be Patrick Rooney, formerly of Ketchum and most recently president of Expand Communications, along with a number of other word of mouth marketing specialists.

“Wheareas traditional word of mouth has been focused on buzz, we’ve created proprietary methodologies that help companies, brands and organizations identify and build sustainable connections and drive word of mouth beyond their 15-minutes of fame,” said Paul M. Rand, president and chief executive officer. Zócalo Group employs a measurable, database-driven approach in identifying the factors in creating and maintaining (positive) word of mouth for products and companies. Through ongoing engagement with key customers, clients can create the type of evangelism that provides an ongoing competitive advantage.

“Today’s dynamic communication landscape challenges our clients, and thus Ketchum, to continuously develop and bring to the marketplace innovative and effective methods for delivering authentic and compelling content,” said Raymond L. Kotcher, senior partner and chief executive officer of Ketchum. “Zócalo Group offers yet another targeted approach to help our clients reach and motivate their audiences.”