Brands, buzz and business

Mark Hughes, CEO of Buzzmarketing.com, argues that mediocre advertising leads to wasted budgets. He advocates MIRP (media impressions beyond rating points) by generating a word-of-mouth buzz for your brand or service.

Brands, buzz and business

Mark HughesBuzzmarketing.com

I was the number two adman for a US-based retailer five years ago. We had just hired a well-known ad agency owned by one of the top three conglomerates.

We increased our budget to 40 million dollars....