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By Graeme Hutton May 14, 2010

Universal McCann: Yes, You Can Plan for Word-of-Mouth - Graeme Hutton - MediaBizBloggers

UM: Curious Thoughts for Curious Minds Archive
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Like it or not, just because a brand has great word-of-mouth, doesn't mean it's safe to spend less on advertising. The evidence we have gathered at UM implies that far from being dissonant sources of consumer awareness and information, advertising and word-of-mouth can be shown to have a powerful symbiotic relationship. 

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Graeme Hutton

Hailing from London, Graeme joined UM New York in 2006.  At UM, his clients include Johnson & Johnson, BMW and MINI. In 2010, Graeme’s multivariate modeling won the Gold Award for Research from the Word of Mouth Marketing Association whic... read more

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