Atlanta-based The GEM Group has closed a deal to make Vertical Mix Marketing part of its global agency network. The New York City-based operation of Vertical Mix will be used to establish a division called GEM Entertainment .
The new GEM Entertainment will spearhead sports and entertainment marketing programs for clients, serve as a consultant to entertainment companies, and build strategic alliances. Vertical Mix ceo John Zamoiski becomes president of the new group, which has eight offices.
Founded in 1995, Vertical Mix has gained a reputation as a strategic alliance specialist with a client roster focused heavily on such TV companies as AOL Time Warner, A&E Network, NBC, and Showtime. The 30-person company ranked No. 40 on the 2001 PROMO 100 with 2000 net revenues of $4.4 million and two-year growth of 124-percent.
Two-year-old GEM Group, formed through the merger of Lang & Associates in Toronto and Corporate Marketing Associates in the U.S., has been building a network of shops with the help of U.K.-based parent CSS Stellar plc.
