African marketers focus on WOMM to reach new markets

05/3/2013 | CNN

Word-of-mouth-marketing agencies are increasingly in demand in Africa, as multinational corporations look to engage middle-class consumers who prefer one-to-one interactions for information about brands, this feature says. South African agency The Creative Counsel uses what it calls "zonal champions" to increase awareness of brands by sending promoters to talk with people at sporting events, after church or at social gatherings.

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