Cardmine Names RLM

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Cardmine Inc., which uses the Internet to send paper direct mail to fans, has named RLM Public Relations Inc. to its U.S. account.


The New York and Hamburg, Germany, company interviewed an estimated three undisclosed agencies for its PR account. There was no incumbent in this market.


RLM's services include media relations directed at the advertising, marketing and consumer technology trade press. Cardmine initially will focus on the entertainment vertical in the United States.


Cardmine's win adds to the RLM roster, which includes Portera Systems, Sourcemine and Audible.com.


In its debut deal, Cardmine has signed MJ Net Entertainment AG, the exclusive licensing company for all merchandising and licensing rights to entertainer Michael Jackson. Cardmine's Internet Paper Postcard, accessed through cardmine.com, is the official MJ FanCard. It allows Michael Jackson fans to send real-paper postcards worldwide with photos of the singer. Some cards will be free and supported by ads, while others will be available for a fee as part of a limited collection.


"The fact is that there are Internet card companies, but not companies that start with the Internet and go to paper," said Chris Capot, director of client services at RLM. "It's combining the trackable Web marketing with direct mail."


In Other News ...


· Orbitz LLC, an online travel agency backed by leading U.S. airlines, has named Otherwise Inc. as its Internet marketing agency of record. Otherwise Inc. will handle the creation and execution of online program strategies, online ads and promotions, e-mail newsletters and viral marketing efforts. Both companies are based in Chicago.


· Godbe Communications, a Half Moon Bay, CA, direct marketing agency, has licensed and deployed Annuncio Software Inc.'s Annuncio Marketing Platform. Godbe will offer Annuncio's service as part of an integrated marketing package to clients such as Harrah's Entertainment, Jamcracker and PlaceWare. Using Annuncio, Godbe clients will be able to target offers based on customer profiles.


· MonitorsDirect, which sells Cornerstone and Hitachi computer monitors at discounted prices, has appointed Inrhythm Marketing, San Francisco, to handle online marketing. Inrhythm's duties are strategy development and online media placement. Creative will be handled by another shop that will soon be named. The agency will target information technology managers at small and midsize businesses.


· GiftCertificates.com, an Omaha, NE, provider of gift certificates for consumers and businesses, has tapped Barkley Evergreen & Partners Inc., Kansas City, MO, as its PR agency of record. The agency is tasked with increasing brand awareness. To this end, Barkley Evergreen will offer media relations, crisis communications, online PR, internal communications and cause marketing.


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