The two leading specialist advertising agency businesses that originally assembled detail-intensive newspaper ads are merging their operation into what is called Allied-THA. This enterprise that has 20 regional offices across the United States creates ads with theater play-dates and start-times in the fine print at the bottom of print ads for movies.
A press release from Allied Integrated Marketing and Terry Hines Associates (THA) announced the merger and the two diversified advertising services companies remain separate otherwise. The PR is short on detail, although movie spending on newspapers is falling as marketing spend migrates to online, which also offers directory-listing information for movies.
Allied, which is based in the Boston area, and Hines & Associates, which is based in Burbank, CA, have been arch competitors over the years and also secretive. Competition lessened because each had a geographic focus—Hines in the Western U.S. and Allied in the East. Their retained businesses are advertising and marketing services specialized in wireless media, Hispanics, interactive and other areas.
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