Zenith Forms Pact With Talent Agency | Adweek Zenith Forms Pact With Talent Agency | Adweek
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Zenith Forms Pact With Talent Agency

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NEW YORK ZenithOptimedia and Beverly Hills, Calif.- based film production and talent management company The Firm announced a new partnership Friday to pursue branded entertainment opportunities for Zenith's roster of clients.

The exclusive alliance (between the Firm and a media agency) is designed to generate product integration ideas across all media platforms including TV, film and online for ZenithOptimedia clients.

"Brand integration and entertainment is a top priority for our clients," said Rich Hamilton, CEO, Americas for ZenithOptimedia in announcing the agreement.

ZenithOptimedia's clients include General Mills, Hewlett-Packcard, JP Morgan Chase, Lexus, L'Oreal and Nestle, among others.

"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, in a statement.

Frank has a long history in Hollywood, having served as the head of the Paramount Television Group and the Walt Disney Studio during his career. He became chairman of The Firm in 2004, after having run his own brand advertising and marketing strategy company for several years, called Integrated Entertainment Partners, which was merged with The Firm.