Boost Mobile has recruited Creative Artists Agency to help the Irvine, Calif.-based mobile services company develop entertainment-based marketing strategies, as well as tie-in opportunities in movies, TV, music, theater and video games. Boost, whose marketing targets younger consumers, recently hosted a post-Grammy party for Kanye West. The company has more than 1 million subscribers. CAA also represents Procter & Gamble Co., Coca-Cola Co., Hasbro, the Indy Racing League, and Boost's parent, Nextel. The Hollywood talent agency no longer represents Motorola.
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