Earthnoise.com Brings Aboard Marketing Muscle For Launch

Earthnoise.com, a start-up video sharing community, on Wednesday hired four agencies to help it make a big splash with its spring public debut.

The start-up brought aboard Mad Dogs & Englishmen to handle its print and broadcast campaign, with billings estimated at $10 million. IN2 is taking on the online duties, creating banners, buttons, and sponsorships for Earthnoise.com. Alpha Dog Productions is crafting marketing promotions, and Michael Kaminer Public Relations will do PR chores.

Earthnoise.com operates a site where users can upload, edit, and broadcast their videos on the Web. In February, it brought aboard David Steward, the former president and chief executive officer of TV Guide and co-founder of Martha Stewart Omnimedia, as its chief executive. Other players in the space include Popcast, Eveo, iCast, and Javu Technologies.

Mad Dogs & Englishmen’s other clients have included The Economist, Banana Republic, Road Runner and Screaming Media.

IN2 counts iVillage, ABCNews.com, and Nickelodeon.com among its customers, and Alpha Dog Productions has created programs for Infoseek/Go Network, Snap.com, and Wine.com.

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