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Bucking the trend at many agencies these days, Seidel O’Neil & Partners is embarking on a brand development strategy for a startup news Web site.
The $1 million assignment, from UpsideToday. com, comes at a time when many shops are lukewarm about taking on Internet-related businesses, particularly startups. But agency managing partner Howard Seidel said the site has a bricks-and-mortar component that will help keep the business solvent.
“They have a magazine that goes along with the Web site, and their editorial perspective is unique,” Seidel said.
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