How one agency poaches customers of clients' rivals on Twitter

02/7/2014 | Adweek

Marketing agency LiveWorld was founded in 1996, but it has changed direction in recent years to become a social-marketing shop that handles accounts such as Wal-Mart, Procter & Gamble, Bank of America, Pfizer and Louis Vuitton. LiveWorld's specialty is "Twitter conquesting," in which offers are quickly tweeted to consumers who complain about rival brands. "We bring a human touch scaled by technology," CEO Peter Friedman says.

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