A new trade body aims to promote acceptance by the international marketing community of the consumer-to-consumer technique of buzz and viral marketing.

At least, so hope its founding shops whose numbers include GD&SM Advertising (USA), VM-People (Germany), GoViral (Denmark), KetaKeta (Israel) and Spheeris (France).

But the largest bloc of founding shops hails from the UK -- Digital Marketing Communications, cdp-travissully, Cake, The Viral Factory, meme digital and Maverick Media.

The Viral & Buzz Marketing Association will set up a code of best practice, establish international collaborations and exchange specific case studies.

Open to international membership, the VBMA says its aim is "making advertisers look seriously at other ways to build brands and shift product", according to DMC managing director Justin Kirby.

Data sourced from: BrandRepublic (UK); additional content by WARC staff