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BrandsForLess.com Signs with Modem Media.Poppe Tyson, North Castle

BrandsForLess.com, which calls itself an "e-partment store," signed with Modem Media.Poppe Tyson and North Castle Partners.

The agencies said they will create BrandsForLess.com's interactive and traditional marketing and advertising programs to support the brand name retailer's consumer marketing program. Billings were not disclosed.

Modem Media.Poppe Tyson said it will develop an interactive marketing campaign, including negotiating alliance agreements with several portals and content sites and creating media plans and purchasing online media on behalf of BrandsForLess.com.

North Castle Partners will direct BrandsForLess.com's traditional advertising program, designing and placing ads in television, print and on radio.

"Our partnership with Modem Media.Poppe Tyson is key to establishing and growing BrandsForLess.com. The agency's expertise in the digital space and access to online consumers will speed the development of our company," said George Russell, president and CEO of BrandsForLess.com. "Our relationship with North Castle Partners reflects our business strategy to reach the general population--those consumers who are not regular online shoppers yet."

BrandsForLess.com brings together in one site a variety of retailers, including Barnes&Noble, Cyberian Outpost, e-Toys, FragranceNet, International Golf Outlet, Music Boulevard and Shades.com. BrandsForLess.com said it expects to expand its offering to more than 100 "e-partment stores" by the end of the year.

BrandsForLess.com was founded in November 1997 by Growth Capital Partners, a venture capital firm that has invested in several successful Internet companies.