Bartle Bogle Hegarty (BBH) is attempting to gain a foothold in the online social networking boom by launching a "virtual" advertising agency.
BBH has teamed up with London-based virtual design agency Rivers Run Red to develop the digital agency within online virtual reality space Second Life.
Second Life, a 3D virtual reality world that mixes gaming with commerce, allows subscribers to create personalised virtual alter egos to lead an alternative life.
The site has been drawn into the spotlight as advertisers and agencies look to tap into the growing popularity of social networking sites.
BBH’s move comes as ad agency Leo Burnett unveils its own plans to set up an online creative department, using Second Life to bring together creative teams from around the world.