MCBX has launched with partners including Universal Music and Bauer Media, claiming to be the first dedicated agency of its kind.
The company aims to grow revenue streams for clients and partners, mass exposure for campaigns, viral content created by and for audiences, social media interaction and consumer data.
Since the soft launch of its site misswinit.com it has attracted 40,000 members and 100,000 monthly unique users, offering prizes such as a trip to the Playboy Mansion with FHM and Golden Circle tickets to T4 Stars of 2010.
House PR will partner MCBX to promote brands via competitions – a medium that MCBX believes has been underexploited in the past.
House believes that the partnership will enable it to reach new audiences via content and help secure deals with media owners in a cost-effective and engaging way.
The founding team at MCBX consists of MD Macky Drese (formerly MTV Networks International vice-president and managing partner at content agency Stream) and Kate Amarnani, a TV producer (CD:UK, The British Comedy Awards and the iTunes Festival), who is managing partner of the agency.
MCBX is backed by former journalist, internet entrepreneur and QXL.com founder Tim Jackson and Ramsey Khoury, CEO of Head London, the digital agency behind Webcameron.