Engages Hill, Holliday

BOSTON Hill, Holliday, Connors, Cosmopulos today said it has added the advertising account of user-created content portal

The scope of work for the Boston-based Interpublic Group shop here includes online and offline creative development and media chores, as well as viral marketing efforts. The work will launch in late summer.

“We wanted our launch to reflect’s value as an online social platform for users to share and comment on their varied interests,” said Tom Gerace, founder and chief executive officer, in a statement.

Spending was not disclosed for what will be the company’s first concerted promotional campaign. Hill, Holliday won the account of the crosstown client following a review of undisclosed agencies.

Tim Cawley, senior vice president and group creative director, will serve as creative director and will be supported by a team that includes Mark Nardi, senior vice president and associate creative director, and Megan O’Connell, junior art director.

—Adweek staff report