The Barbarian Group -- of Subservient Chicken fame -- is adding PR leaders to its ranks to expand its reach in earned media. That's a tack being taken by Mekanism, EVB, Razorfish and other digital shops looking to take their creations viral. "We needed someone who thinks a little bit like a PR person, a little bit like a strategist and a little bit like a creative to make these things famous," said EVB's Daniel Stein.

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