Euro RSCG Magnet Forms Alt-Ad Unit

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NEW YORK Euro RSCG Magnet said it has formed a new unit to deal with nontraditional media such as blogs, street theater and buzz marketing.

The PopWorx division will partner with specialized agencies for clients. It has struck its first such deal with Night Agency, a New York-based viral and guerilla marketing firm.

Marvin Mack and Jason Schlossberg, who are both senior vice presidents at Euro RSCG Magnet, will head the group. It plans to launch projects for Atkins Nutritionals next month.

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