Management/production company the Firm has further diversified its services through a merger with Integrated Entertainment Partners (IEP), a high-profile Hollywood marketing venture.

Management/production company the Firm has further diversified its services through a merger with Integrated Entertainment Partners (IEP), a high-profile Hollywood marketing venture.

Rich Frank, who launched IEP last year, joins the Firm as chairman. Firm founder Jeff Kwatinetz continues to serve as CEO as well as co-chairman alongside Firm partner Rick Yorn.

Terms of the deal were not announced.

Also joining the Firm are IEP's Mitch Kanner, who will head the brand division, and Chris Gebhardt, who will be working in integrated marketing alongside the Firm's existing marketing executives. IEP was formed to work with studios, production companies and producers to integrate brands into entertainment product.

Kwatinetz says the deal will create a wider variety of business opportunities for Firm clients and Firm-packaged film and TV projects.

"We engage in a lot of activities that studios or record labels do: promotion, marketing and production in TV and film," Kwatinetz says. "As a company, we have a lot of different ways we can empower our clients, and now we can also mediate a lot of people who are in between helping to align the talent world with brands and advertisers."

Branding is nothing new to the Firm. Through its association with the Pony athletic shoe company, the Firm promoted the brand by lining up with its own music clients, including Enrique Iglesias, Fred Durst and Linkin Park.

The Firm has weathered its share of change. Founded in 1997 by Kwatinetz, the Firm acquired Artists Management Group, co-owned by Michael Ovitz, Yorn and Julie Yorn, in 2002.

Since then, the company has slimmed down considerably with the departure of nearly a dozen managers along with support staff and a reduction in its film and TV management and production units.

Frank brings to the firm a wealth of experience in the traditional business of Hollywood as well as his more recent ventures with the San Francisco-based Cybermeals.com startup and the C3 production venture backed by Comcast Corp. From the mid-1980s through the early '90s, Frank was chairman of Walt Disney Television and Telecommunications and president of the Walt Disney Studios.

Earlier in his career, he was president of Paramount Television Group and of TV station owner Chris Craft Television. He spent a total of six years (during two separate terms) as president of the Academy of Television Arts & Sciences in the late 1980s and mid-'90s.