Burnett to promote new website Doof

Leo Burnett has won the £1 million account to promote the launch of the social networking gaming site Doof.com after a competitive pitch against undisclosed agencies.

The site, which has already been soft-launched, will be officially introduced to the market in January with a TV and poster campaign created by Burnett. The agency is yet to be briefed on the exact components of the campaign.

Doof.com, which already has 40,000 users, attempts to bring together the easy sociability of Facebook with competitive social games.

Users get free credits when they start off and can win extra credits by beating others. They can also buy credits.

Liad Shabado, the founder and chief executive of Doof, said: "The games are simple enough for anyone to play and combine that with the best elements of social networking."

Ed Palmer, the group account director at Leo Burnett London, said: "We think Doof is a truly exciting concept."

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