Late last month, Interpublic Group announced that it would develop marketing programs on Facebook for its agency clients and also acquire a stake of around 0.5% in the company. It was estimated that Interpublic would spend roughly $10 million in advertising on the site.
These agency groups are racing to get their share of something many of their clients are already experimenting with. According to a Forrester Research survey of marketing executives conducted last December, 13% were marketing via blogs or social networks at the time, but 51% said they believe there will be “total adoption” of the technique within 12 months of the survey date.