New Platform Links Brands with Social Networks

Interpublic has quietly struck a deal to begin utilizing a promising new online marketing service that could finally enable Madison Avenue to unleash the power of social networks on behalf of their clients' brands. The deal, which is being officially announced today, involves a partnership between Interpublic's Emerging Media Lab and SocialVibe, a company that provides incentives for members of social networks to interact and endorse consumer brands.

The business--which has been in development for a couple of years--opened a public beta in May and already has begun quietly working with marketers ranging from Adobe to Coca-Cola Co. to Sprint, and now hopes to make a big push into the ranks of major advertising agencies. At the heart of SocialVibe's business model is a patented micro payment system that enables marketers to offer incentives--usually charitable donations to favored causes--directly to the members of social networks who promote their brands on their personal pages.

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