New media mixture

Lippin Group, Brodeur align for high-tech biz

Adding to the continued convergence of traditional praiseries with new-media partners, the Lippin Group said Tuesday it has paired with Brodeur Worldwide in a strategic alliance to capitalize on technology, entertainment and media accounts.

Pact will utilize Brodeur’s global resources and high-tech clientele and interactive marketing with Lippin’s international expertise in the entertainment and media industries through product placements, online marketing communications, sponsorships and Web site creation.

Together, the companies are trying to position themselves as a full-service media-tech option at a time when hardware and software makers, telecommunications companies and consumer tech firms continue to forge alliances with TV and film producers, as well as other media outlets.

Brodeur Worldwide, with 700 employees, is based in Boston and represents IBM, Philips Electronics, 3M, US West, Novell, MapQuest.com, 800.com and Fidelity Investments.

Lippin’s list

Los Angeles-based Lippin’s clients include orgs NATPE, the Academy of Television Arts & Sciences, Promax, the American Film Institute and the Intl. Music Products Assn. in addition to Universal, Columbia TriStar, Tribune, Fox, Pearson, “Law & Order,” “Baywatch” and “The Primetime Emmys.” Its new media holdings include Netcaster CNX Media and OnlineAuction.com.

“Our alliance integrates two universal platforms, technology and entertainment,” said Dick Lippin, chairman and CEO of the Lippin Group.

Agreed John Brodeur, chairman of Brodeur Worldwide: “The AOL/Time Warner deal is a perfect example of the opportunities that lie ahead for us. The integration of technology, media and entertainment marks the next chapter in the Internet revolution. It’s the opportunity of a lifetime for our clients and our agencies.”

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