This morning, with some splash, ad agency Leo Burnett announced they have opened up an "Idea Space" in Second Life, a place where 1600 creatives from the global network can.. "interact, share briefs, showcase work". They claim to be the first agency to set up in SL (and maybe Rivers Run Red would have a thing or two to say about that)

All very interesting, enough so that I hopped into Second Life myself and used their search engine to find "Leo Burnett". Unfortunately, the only thing that comes up is the fact that there's an in-world resident calling himself "Leo Burnett". Aha, I thought, the great man himself is here.

However, on closer reading of Leo's profile, it turns out that the only thing we know about him is that he's a member of "The BDSM Forum". Having never worked at Burnett, I have no idea if it's the kind of slave factory that interest suggests, but it sounds probable.

Note to agencies and brands - securing your own domain name was just the beginning. Maybe you also think about securing your avatar name.