Yet2.com Selects Zentropy Partners

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Yet2.com, an online marketplace for the exchange of intellectual property, has named the Interpublic Group's Zentropy Partners to further develop its Web site and simplify the buying and selling of intellectual assets.


Interactive agencies that pitched for this business included Concrete Media, New York; Agency.com, Boston; Rare Medium, Atlanta; and Razorfish, Cambridge, MA. The budget was not disclosed.


The Zentropy appointment comes one month after yet2 named Matzell, Richard & Watts, Boston, to work on exhibits, direct mail and print ads.


Yet2, Cambridge, MA, intends to streamline international research and development in the patents and intellectual assets areas. It targets corporations, academic institutions, national labs, individual inventors and technology brokers.


Zentropy is charged with developing a more customized site that will meet the diverse needs of its customer base, according to yet2. The site was originally created by Hill, Holliday, Connors, Cosmopulos, Boston.


Clients of Zentropy include General Motors Corp., Microsoft Corp., Brooks Brothers, Coca-Cola Co., Nautica Brand, Unilever, UPS, Reebok International and Olympus, among others.
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