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Puma Going Hollywood To Boost Entertainment Marketing

Puma is opening a new office in Los Angeles next month dedicated to increasing corporate partnerships and product interaction with music and film celebrities. The new office is a move to go "fish where the fish are," says Barney Waters, Puma North America's VP/marketing.

Puma has been making in-roads with celebrities over the past several years, working on design and advertising projects with rapper Ludacris and socialite-heiress Lydia Hearst, among others. This month, Puma unveiled its new TV campaign, featuring Scottish singer/songwriter Paolo Nutini. In May, the company will begin promotional tie-ins with the film "Speed Racer."

Ryan Babenzien will be head of Puma's U.S. marketing operations; Ryan Ayanian has been hired as music marketing manager, and Ed Cho has been named entertainment marketing manager.

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