Ycraze.com gets set to launch, embarks on US agency search

NEW YORK: Ycraze.com, a community-driven Internet start-up scheduled to launch later this month, is shopping for a PR firm in the US. The company plans to spend dollars 5 million on marketing this year, with at least dollars 850,000 earmarked for PR, according to CEO Keil Stern.

NEW YORK: Ycraze.com, a community-driven Internet start-up scheduled to launch later this month, is shopping for a PR firm in the US. The company plans to spend dollars 5 million on marketing this year, with at least dollars 850,000 earmarked for PR, according to CEO Keil Stern.

NEW YORK: Ycraze.com, a community-driven Internet start-up

scheduled to launch later this month, is shopping for a PR firm in the

US. The company plans to spend dollars 5 million on marketing this year,

with at least dollars 850,000 earmarked for PR, according to CEO Keil

Stern.



Ycraze, with offices in New York and London, last month hired UK agency

Synapse Communications to handle its communications overseas. The

winning candidate will likely be chosen on the basis of its local

know-how.



’We don’t want to make the same mistake as other Internet start-up

companies by hiring an agency in one country to handle PR in another

country,’ Stern said. ’We’re looking for agencies in specific countries

that know the culture, idiosyncrasies and PR nuances.’



Stern said he has met with ad agencies over the last few weeks that have

recommended their in-house PR divisions, but said he prefers to hire an

agency that solely practices PR.



’We’re looking for a small agency that has dot-com experience,’ he

said.



’I want an agency where I’m not going to get lost in the shuffle, and I

want to deal with someone that I can trust.’



Stern believes PR should be a key element in the branding of an Internet

start-up. Although he plans to take Ycraze public in the near future,

Stern said IR experience is not a must-have on his list of criteria.



US editor-in-chief Jason Carpenter describes Ycraze as ’truly a global

venture,’ with full staffs in the US and Europe. The site targets people

between 17 and 21, providing original content and a variety of products

and services.



’We try to offer them everything they could want,’ Carpenter said. ’They

can chat with an astrologist, get advice from our in-house psychologist,

buy clothes, music, entertainment - people can live at our site.’



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