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.
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...