The company had been evaluating several alternatives, including using an interactive agency.
"We ultimately went with Mad Dogs because of the strength of their strategic approach to our business and their willingness to immerse themselves in the world of our brand, says Dan Wald, vice president of marketing for artnet.com.
The companies have not yet announced plans for a campaign.
Artnet.com gives Internet users access to 800 galleries, 20,000 works of art, and over 6,000 artists. The company competes with Art.com, Guild.com, and PaintingsDirect.com, and, to lesser degree, with auction sites like eBay.com and Sothebys.com.
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Pamela Parker is a former managing editor of ClickZ News, Features, and Experts. She's been covering interactive advertising and marketing since the boom days of 1999, chronicling the dot-com crash and the subsequent rise of the medium. Before working at ClickZ, Parker was associate editor at @NY, a pioneering Web site and e-mail newsletter covering New York new media start-ups. Parker received a master's degree in journalism, with a concentration in new media, from Columbia University's Graduate School of Journalism.