Second Life creator selects Lewis PR as global AOR

SAN FRANCISCO: Linden Labs, creator of popular digital platform Second Life, has selected Lewis PR as its global AOR.

SAN FRANCISCO: Linden Labs, creator of popular digital platform Second Life, has selected Lewis PR as its global AOR.

In Second Life, individuals can create avatars - or digital personas - and pursue alternate lives, replete with revenues, accessories, and car and home purchases. Companies and PR agencies have begun exploring potential opportunities for communications plans online.

Morgan McLintic, VP, will lead a five-person account team, reporting Catherine Smith, Linden Lab's director of marketing. Lewis will help create Linden Lab's press office, launch language-specific software clients in Germany, Korea, and Japan. The agency will also pursue partner communications, helping companies understand the influence of Second Life.

Philip Rosedale created Linden Labs in 1999, and Second Life went into public beta in 2003. The community's s resident count as of September was 740,000.

Flashpoint PR, which had represented Linden Lab since April 2005, declined to pitch for the global business.

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