Atlantic Records U.K. has struck a strategic alliance with advertising powerhouse Saatchi & Saatchi U.K. to jointly create entertainment and branded properties.

The alliance, unveiled today (Feb. 1), will work on developing innovative music-related properties for local and international exploitation across multi-media platforms.

The London-based advertising agency's brand entertainment and content division GUM@Saatchi will drive the project which, according to group chairman/CEO Lee Daley, will concentrate on music, Internet and mobile content development.

In a joint statement, Daley notes, "We will focus on creating participative opportunities that are engaging, creative, fun and driven by big ideas."

Gum@Saatchi was established in 2005 to create youth entertainment content for brands.

"The complementary skills that Atlantic and Saatchi bring to the table have created a real momentum and energy that feels fresh and exciting," adds Max Lousada, managing director of Atlantic Records U.K., "and the partnership has already resulted in the evolution of some fantastic concepts that we are currently developing to launch in the New Year."

Saatchi & Saatchi is one of Britain's most prominent creative houses, having worked on recent campaigns for major clients including Visa, Procter & Gamble, the National AIDS Trust, Royal Navy, T-Mobile and Toyota.