Lussier, Zinger! Form Alliance | Adweek Lussier, Zinger! Form Alliance | Adweek
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Lussier, Zinger! Form Alliance

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LOS ANGELES Independent entertainment marketing agency Lussier has added a live-action production unit and partnered with Zinger! Creative for print, effectively completing the firm's transition to full-service agency.

"For the last two years, we have been thinking it would broaden our client and project base," said Lynne Lussier, who partners with Chris Stonich in the Los Angeles-based enterprise. "We started the agency eleven years ago with on-air promotions, doing creative for the launches of shows on television—or lately the Internet. And we've done radio. But the one area we had done nothing in was print."

Stonich said that the number of studios asking for fully integrated campaigns was "just enough to say we don't want to be missing out."

Lussier said the partnership with Zinger! Creative, founded by former Kaleidoscope Creative Group svp Michael Rothenberg, would allow the agency to pitch studios as a united front, confident that Zinger!'s "sensibilities are very close to [ours]."

The partners considered an in-house print department, but after crunching the numbers decided a strategic alliance made more sense. "Chris and I have discovered that you should stick to your core and not go far afield," Lussier said.

The addition of the production unit, led by vp, creative director and head of production Tim Gray, will allow the agency to pitch prospects in the branded content and "product-based" arenas, Stonich said.

Current clients include ABC/Disney Cable Network Group, Spike TV and Sony Pictures Television.