Former adman at new pets dot-com names agencies

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Most Popular, yet another online pets products marketer, has named its lineup of agencies to help in its launch this Spring. The London-based marketer has appointed Zenith Media to handle strategic planning and media buying, while local ad agency Miles Calcraft Briginshaw Duffy will work on creative. Digital media agency DNA and public relations agency Kinross & Render will also work on the launch.

The site will go live in the U.K. first, with an international roll out completed within six months.

"Our service is designed for people who are mad about their pets but are not necessarily Internet savvy," says Chief Executive Garret O'Leary, who founded Bates Interactive in 1994 and Carat Interactive in 1996, and has worked as a consultant at Excite.

The launch is preceded by sponsorship in February of the TV and online element of GMTV's pets series "Creature Care." As part of the deal, will provide a GMTV viewer competition and supply content to the pet section of the GMTV Web site. Petsonthebrain will also be running a promotion during the Crufts dog show in London. The consumer launch will include TV, print, posters and direct mail.

Among the company's competitors are Internet portal site, which last December assigned its $24 million European launch account to Saatchi & Saatchi.

Copyright February 2000, Crain Communications Inc.

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