The new website, which is due for public launch in mid-September, aims to bring together the best animation from around the world.
The project is a joint collaboration between Channel 4, Aardman Animations and Lupus Films and has a strong focus on rewarding animators who upload their work.
The website will offer cash rewards for popular content, competitions, opportunities to pitch for commissions, and the chance for animators to have their work appear on television.
will devise an online marketing campaign to back the launch of the website, with a strong focus on viral and social media marketing.
The agency will also produce a series of virals for the launch featuring 4mations' "Kitten-skull" character as well as an animated comedy series and interactive games.
Camilla Deakin, executive producer of 4mations.tv, said: "As 4mations is a content-led site, it made sense to work with Rubber Republic who have a pedigree in getting content seen and talked about across the net."
Chris Quigley, director of Rubber Republic, whose other clients include JVC, Sony Playstation, Sega and Warner Music, said: "Our overall launch strategy for 4mations.tv is very content-focused, with an initial phase aimed at engaging the animation community and finding great content.
"With great content in place, the next phase will be aimed at seeding it to the wider public."
The beta version of the 4mations.tv went live earlier this week, and is in testing mode, ready for full public launch in mid-September. To view the site .
Separately, PR agency Hot Cherry has been appointed to handle PR activity for the launch.
Quigley also writes a blog for Brand Republic, called .
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