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Entertainment Shops Unite for Trade Group

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LOS ANGELES Several key entertainment marketing agencies have banded together to form a trade organization to represent their interests in key issues.

The new group -- Association of Entertainment Marketing Agencies -- was formed with the idea that members can maintain individual competition among the agencies but together gain advantage in areas such as technology, anti-piracy and employee health and welfare.

Bob Farina, co-founder of Cimarron Group, will act as chair of AEMA, which so far has 24 agency members specializing in various marketing elements in the industry.

Smitty (who goes by just one name) of In Sync Advertising will sit as president of AEMA, with Melissa Palazzo of Ant Farm serving as CFO and Tim Nett of Trailer Park acting as secretary.

"In this constantly shifting landscape that continues to advance the techniques of marketing films, it is essential that we adopt a unified standard of excellence and coordinate efficiencies in critical areas such as artistic innovation and technology," Farina said.

Among AEMA's goals is to educate the entertainment marketing community about laws and regulations applicable to the industry as well as collect and disseminate stats, economic data and other industry information.

Companies in the business of creative design and production of print, audio-visual or interactive materials for paid advertising or promoting movies can join. At least one of the agency's clients must be a member of the Motion Picture Association of America.