The launch of the Viral & Buzz Marketing Association (VBMA), an international group for the development, validation and promotion of consumer-oriented marketing trends and techniques, was announced today, with UK- and Australian-based online viral and buzz marketing expert Digital Media Communications (DMC) as one of its founding members.

Justin Kirby, managing director of DMC, explains “Viral and buzz marketing is not new, but the use of these consumer-to-consumer techniques is becoming more prevalent, particularly as the falling effectiveness of traditional, marketer-to-consumer techniques is making advertisers look seriously at other ways to build brand and shift product. We have been talking with likeminded practitioners in the UK, US, France, Germany and other countries for some time now about our growing industry and the need for a formal association to help viral and buzz marketing establish a credible footing within the wider marketing community.”

The VBMA aims to create international collaborations, swap case studies, develop best practice and dispel the myths surrounding viral and buzz marketing in order to help it become more widely accepted as a key part of brands’ overall marketing activities.

VBMA members are viral and buzz marketing practitioners or academics who specialise in consumer-focused marketing. They include US-based GD&SM Advertising, German-based VM-People, Denmark-based GoViral, Israel-based KetaKeta, France-based Spheeris and other UK-based companies including cpd-travissully, Cake, The Viral Factory, meme digital and Maverick Media.

The VBMA is currently inviting other practitioners who specialise in the area of viral and buzz marketing and want to help steer the Association to apply for membership online at


About DMC (
Founded in 1994, DMC are online viral and buzz marketing experts, with offices in the UK and Australia.
They have successfully completed over 500 online marcoms projects including branding campaigns and tactical promotions for the likes of Baileys, Burger King, Ben & Jerry's, Coca Cola, Mitsubishi and Powergen.

Since January 2000, they have specialised in viral and buzz marketing for major brands, including Diesel, EA Sports, Eidos, Levi’s, Mates, Mazda, MTV, Sony Ericsson, Ubi Soft, Virgin and Xbox.
If you would like further information about DMC and their clients, or wish to interview Justin Kirby, please call 020 7544 1305 or email

Viral & Buzz Marketing Association (VBMA:
Spokesperson: Thomas Zorbach (e:; t: + 49 30 46602645; m: + 49 171 4000 191)

Published on: 12:00AM on 28th May 2004