Zenith Optimedia and Beverly Hill, Calif.- based entertainment and media company The Firm announced a new partnership Friday to pursue brand integration and entertainment-based opportunities for Zenith’s wide roster of clients.
The alliance is designed to begin with product placement on both network and cable TV shows and expand into product integration into the programming itself. The two companies will also look for client-appropriate media opportunities on the Internet as well as in music and film industries.
“Brand integration and entertainment is a top priority for our clients,” said Rich Hamilton, CEO, The Americas for Zenith Optimedia in announcing the agreement. ZenithOptimedia’s clients include General Mills, Hewlett Packcard, JP Morgan Chase, Lexus, L’Oreal, Nestle, Scion, Toyota and Verizon and Verizon Wireless. "Through an alliance with an outstanding firm based in Hollywood with an incredibly close connection to the production community, we can create we can create better branded entertainment ideas faster for our clients," Hamilton added.
Under the terms of the deal, ZenithOptimedia will tap The Firm’s expertise and contacts to develop branded entertainment ideas that will be evaluated by both partners and then pitched to clients.
“With business models changing in music, film and television, it is incumbent on brands to acknowledge the changes in viewing and listening habits and to adjust their media activity to accommodate these changes,” said Rich Frank, chairman of The Firm.
The company’s elite client list ranges from Cameron Diaz and Martin Scorsese to Snoop Dogg and Queens of the Stone Age.
By Jim Cooper
August 08, 2005
Mediaweek
