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DreamWorks SKG is moving into the marketing arena.

The heavily hyped Hollywood studio founded a year ago by Steven Spielberg, Jeffrey Katzenberg and David Geffen so far exists primarily in news releases.

Still, DreamWorks is developing a branded identity and is honing a marketing philosophy that will call for a select group of companies, licensees and retailers to serve as long-term partners.

The studio last week officially tapped Brad Globe, formerly head of marketing for Mr. Spielberg's Amblin Entertainment, to lead its consumer products department.

DreamWorks is also searching for an ad agency to help develop its brand identity and create a video for the investment and marketing communities. The finalists are: Chiat/Day, Venice, Calif.; Team One Advertising, El Segundo, Calif.; and Wieden & Kennedy, Portland, Ore. There has been speculation the studio may give the account to a production house, because there's too much work needed in too short a time-DreamWorks wants a video by January-for too few dollars. DreamWorks wouldn't comment on the search.

Mr. Globe, Advertising Age's promotional marketer of the year in 1994 for leading the promo team behind "Jurassic Park," is highly regarded in Hollywood.

At DreamWorks, he hopes to forge long-term, global marketing relationships with an elite few marketers. The model: a recently inked agreement with Hasbro to create and market branded products based on studio properties called DreamWorks Toys.

Within the next six months, Mr. Globe said the studio will sign similar deals in the critical revenue-generating categories of publishing, trading cards, apparel and promotional partnerships.

"I'm a big believer in strategic partnerships, in establishing a continuity with a marketer over a period of time," he said.

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