MKC's primary charges will be to generate business- and advertising-trade exposure for the VC-funded company's "unique and compelling" business model, said agency partner and principal Andy Morris.

Outreach will focus on "evangelizing and defining" Glam's new media model in business publications, Morris said, as well as opportunities to position company co-founder and CEO Samir Arora as a speaker and industry thought leader. The company's "distributed media" model, developed by Arora and his team, revolves around the concept of selling ads across a spectrum of related Web sites with similarly targeted audiences.

Consumer-side efforts, both national and regional, will highlight Glam Media's flagship site, Glam.com, as well as its affiliated network of 350 Web sites and blogs. Morris said the campaign would include co-branded promotions, lists, and stunts, among other components.

Though content on Glam Media sites ranges from fashion tips to shopping to celebrity gossip, all of the outreach will target what the Silicon Valley-based company calls an "engaged and passionate" mostly female demographic.

According to comScore Media Metrix, Glam surpassed NBC's iVillage this past June as the number one-ranked women's Web property, based on unique user visits.

How the numbers actually impact sales has yet to be determined. But the benefit of aggregating sites around "passion groups" is itself worthy of attention, Morris said.

"It makes [for] compelling content for the consumer, and one-stop shopping for a brand," he explained.

The Glam Publisher Network is made up of several hundred lifestyle Web sites, blogs and magazines, along with syndicated content from other select media companies.

MKC has worked with other online properties such as AOL, CNBC.com, and Heavy.com.