Interactive marketing industry veteran Joseph Jaffe has opened crayon, a new marketing company, in the real world and in the virtual-reality game Second Life.

The company officially launched today at is Second Life headquarters.

"We are not a virtual company. We are a real company that specializing in new marketing for new consumers," says Jaffe who is also an iMedia contributor. "The evolution to Second Life is an inevitable outcome."

The Coca-Cola Company and Omnicom's GSD&M have signed up as cranyon's clients within Second Life.

"We're not an established agency opening a remote post in Second Life. The difference between us and most agencies is that we are the first agency to launch themselves in Second Life. We will conduct business, brainstorm and socialize within Second Life. While other companies talk about new media, we are walking our walk," adds Jaffe.

Second Life, which received $11 million in funding earlier this year from a group of investors including Amazon.com founder Jeff Bezos, crossed the one million user mark last week. Brands with a presence in Second Life include Bezos' etail giant, Nike, Pontiac (story here) and American Apparel (story here).