A group of Hollywood ad shops have formed trade org the Assn. of Entertainment Marketing Agencies.
Some 25 shops have already signed up as members, with all of the companies producing marketing materials for studios, TV networks and new-media ventures, including posters, trailers, TV spots and websites.
Bob Farina, co-founder of the Cimarron Group, serves as chairman of AEMA.
Org was formed to collaborate on areas such as technological innovation, establishing creative standards, antipiracy initiatives and student mentoring programs.
AEMA will also educate its members on current laws and regulations that affect the marketing biz and collect and release statistics, economic data and other industry information.
It’s also looking to establish an all-encompassing employee benefit plan for member companies, which include Crew Creative, Craig Murray Prods., In Sync Advertising, the Ant Farm, Trailer Park, Anticipation Group, Intralink, Ignition Creative and Bemis Balkind.
At least one client for each company must be a member of the Motion Picture Assn. of America.
“An organization like AEMA is long overdue,” Farina said. “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. While we remain competitors, we share many common interests and goals that can be better achieved working side by side.”