ZenithOptimedia Group has become the latest media shop to align with a top Hollywood talent agency. On Friday, ZenithOptimedia chief Rich Hamilton announced a deal partnering the Publicis media unit
with Beverly Hills-based The Firm. Terms of the deal were not disclosed, but the companies said The Firm would utilize its expertise and Hollywood contacts to develop branded entertainment ideas,
evaluate them together, and take them to ZenithOptimedia's clients to implement integrated branding strategies. ZenithOptimedia's clients include General Mills, Hewlett Packard, JP Morgan Chase,
Lexus, L'Oreal, Nestle, Scion, Toyota, Verizon, and Verizon Wireless.
--Joe Mandese
