Global communications specialist Mediaedge:cia has made an investment in partnership-marketing consulting firm The Leverage Group, which specializes in building strategic alliances between
entertainment entities, non-profit organizations and brand marketers. The announcement was made last week by Charles Courtier, worldwide executive chairman of Mediaedge:cia and Richard Yaffa,
president of The Leverage Group. Mediaedge:cia and The Leverage Group estimate the value of the strategic partnership marketplace at $139.2 billion. "Our investment is the first by a media company
aimed at integrating and leveraging entertainment across all available platforms," said Courtier. "It's a significant step for us into the entertainment marketing arena. The Leverage Group builds
strategic alliances and partnerships between entertainment properties and brands, allowing us to create marketing campaigns that go beyond traditional, media-based marketing programs." The Leverage
Group's client roster includes Sony Music, The Tribeca Film Festival, LavaLife, Warner Strategic Marketing and the New York Road Runners.
