CHICAGO: Omnicom Group has launched Zócalo Group, a new word of mouth (WOM) firm, to be led by Paul Rand, ex-Ketchum global chief development and innovation officer.
Debut clients include DePaul University and two undisclosed entities: a packaged goods manufacturer and a trade association.
Zócalo will likely partner with Omnicom agencies when clients want a WOM component, as well as look for new business on its own.
Rand said the firm's proposition is that WOM is a complicated tactic best served by ...