Ivo Laurin is the director of Outbreak, the Czech Republic’s only
word-of-mouth marketing agency. Instead of what’s called above-the-line
or ATL advertising, meaning traditional methods such as billboards and TV
commercials, Mr Laurin aims to engage the consumer in conversations about
the product that is at the center of his campaign. And with some success.
Word-of-mouth is sometimes referred to as WoM, and last year Outbreak
received a bronze Wommy, an American award honoring great work in this
cutting-edge form of advertising. Ivo Laurin talks