In Depth

Lippin, jLINE Team on Branding Project

Public relations firm The Lippin Group is partnering with The jLINE Group to expand Lippin’s branding initiative “Brand2Hollywood,” the companies announced.

The Lippin Group’s focus with Brand2Hollywood is to bring together possible sponsors with potential branding possibilities through media outlets and vice versa, such as finding branding opportunities for the NAACP Image Awards or the ALMA Awards, said Dick Lippin, chairman and chief executive officer of the Lippin Group.

“What we are offering is a low financial cost of entry for companies to be associated with Hollywood and the ability to shape a marketing campaign that achieves heightened brand visibility in the process,” he said.

The new Brand2Hollywood unit, announced yesterday, will be mainly headed up by Lippin’s Jennifer Price and Alex Lippin, as well as jLINE’s JL Pomeroy.

While it’s not currently tied to the Brand2Hollywood unit, Mr. Lippin didn’t discount the future possibility of using the unit to set up product integration into programming.

Public relations is mainly about a network of relationships, Mr. Lippin said. He added that this initiative is simply a natural evolution of the work Lippin and jLINE have already been doing.