Karmarama is launching a joint venture that will focus on building online communities and social networks for brands. The move aims to woo advertisers looking to launch targeted ads online.
The independent advertising agency is launching the venture, to be called K Networks, with online communities company FreshNetworks, which builds white-label social networks for brands.
Karmarama is already talking to its existing clients about incorporating online communities into integrated communication campaigns for brands. No details are available as yet.
Nicola Mendelsohn, chairman and partner, Karmarama says: “Karmarama was born digital and K Networks will ensure that we continue to place online innovation at the heart of all that we do.”
The agency, founded in 2000, counts Sky, Nintendo, BT, Lastminute.com and Nationwide Insurance among its clients.
Last year, Karmarama launched a television content and production company K Broadcast to deliver TV production in-house.
There has been an explosion in the popularity of special interest, such as music, have grown in popularity in recent years. However, general interest sites such as UpMyStreet.com, which allows people to keep in touch with their neighbours, have also proved successful.