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Mediaedge:cia buys majority stake in The Leverage Group

Indiantelevision.com Team

(21 March 2006 8:00 pm)

MUMBAI: Mediaedge:cia has made a majority investment in The Leverage Group (TLG), an entertainment marketing and strategic partnership consulting firm.

The announcement was made by Mediaedge:cia global executive chairman Charles Courtier and The Leverage Group president Richard Yaffa.

Headquartered in New York City and with offices in Los Angeles, TLG specialises in building strategic alliances and partnerships among brand marketers, entertainment/sports entities and non-profit organisations.

“This is a significant step for us into the entertainment, sports, cause and strategic marketing partnership arena. TLG specialises in building strategic alliances and partnerships between companies to create joint marketing campaigns. This acquisition will allow us to offer our clients fully integrated communications plans, allowing them to actively engage consumers through both entertainment and cause-related fields,” said Courtier.

TLG was founded in 1999 under the premise of providing strategic, fully integrated marketing partnerships in entertainment, sports consumer brand marketing and the cause-related sector.

The company’s client roster includes The Tribeca Film Festival, Berlex, Genworth Financial, Jones Apparel Group, Charming Shoppes, National Geographic, Project Rebirth and NYRRC.

“Charles and his team at Mediaedge:cia are the world leaders in the increasingly complex media communications business. We are extremely confident that the relationship between The Leverage Group and the Mediaedge:cia/GroupM family of companies will provide extended opportunities and new ways to look at business – all which will benefit our clients," said Yaffa.

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