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09-25-2012 11:52 AM
Home shopping channel QVC has hired Creative Artists Agency to increase its profile in film, TV, digital media and music, according to Variety.
According to the entertainment trade publication, CAA Marketing, which also represents the Coca-Cola Co., General Motors and Mattel, will try to capitalize on QVC’s strong female audience to partner with content creators.
The channel is no stranger to Hollywood, having launched product lines with celebrities such as Jennifer Hudson, the Kardashians, Nicole Richie, Heidi Klum, 50 Cent, Jimmy Fallon and Rachel Zoe. Variety reports CAA also will help its clients in promoting their products, but those deals will be handled through its licensing arm.
"There is no business model quite like QVC's -- it is a retailer, content producer, content distributor and a growing influence on popular culture," David Messinger, co-head of CAA Marketing, said in the report. "This partnership will leverage QVC in new and exciting ways while helping to showcase the company's innovation, commitment to quality and leadership in the e-retail and home shopping space."
Variety said QVC hopes the relationship with CAA will help boost viewership
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