Adding weight to the theory that PR is the best strategy for building brands from scratch, two more VC firms stake a claim in the communications biz. General Atlantic Partners and Capital Z Partners fund the launch of the New York-based PR firm LandersMadden, LLC as a compliment to efinanceworks, a startup specializing in tech-oriented financial services. LandersMadden will serve efinanceworks as well as outside clients. The new agency's co-CEO's, Maureen Landers and Machie Madden, previously directed b-b accounts for Middleberg Euro.

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