Word: stradiotto
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...division of marketing giant WPP Group, gave advance models of the Ford Focus to employees of such celebrities as Adam Sandler and Madonna so the cars could be seen at hip places and parties around town. "We leverage the untapped power of word of mouth," says Matthew Stradiotto, cofounder of Matchstick, a Toronto firm that specializes in product seeding. Before a product launch, Matchstick hands out samples to key "influencers," a method credited with contributing to the success of sneaker launches by the likes of Adidas and Reebok...
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