It could be the start of a beautiful friendship between London-headquartered multinational media shop ZenithOptimedia and Beverly Hills talent management company The Firm.

Amid a bout of air-kissing, the duo have entered into an agreement to develop brand integration and entertainment opportunities for Zenith's clients.

ZO's client roster, which includes General Mills, L'Oreal, Nestle, Hewlett Packard and JP Morgan Chase, will benefit from the partnership's product integration ideas in TV, film, music and online.

The Firm boasts an equally impressive client list, including the Dixie Chicks, Limp Bizkit, Cameron Diaz and Samuel L Jackson. Under the terms of the deal, Zenith is looking to make the most of such celebrity contacts and entertainment know-how to present its advertisers with a wealth of ideas for integrated branding strategies.

"With business models changing in music, film and television, it is incumbent on brands to acknowledge the changes in viewing and listening habits and to adjust their media activity to accommodate these changes. ... We are grateful to be associated with one of the great agencies in the media landscape." gushed The Firm's chairman, Rich Frank.

A second Rich (Hamilton, ceo The Americas, ZenithOptimedia) added his share of schmaltz: "We are thrilled to be allied with The Firm and Rich Frank. Rich's vast relationships in the media world - having run a film studio, a cable network and group of television stations - are second to none. We look forward to a long and mutually beneficial partnership."

Mwah! Mwah!

Data sourced from AdWeek (USA); additional content by WARC staff