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Avenue A, Luminant Worldwide Forge Alliance

Internet media buying firm Avenue A on Monday strategically allied with Web development company Luminant Worldwide, in a partnership that aims to stretch both companies' reach.

The deal calls for the companies to join in offering integrated solutions to potential clients.

Avenue A will contribute its media planning and buying capabilities, proprietary ad serving technology and testing, analysis and optimization methodology. Luminant brings to the table its e-business strategies, creative services and enterprise technology solutions.

"Our alliance with Luminant symbolizes a powerful new sales and distribution channel for Avenue A," said Brian McAndrews, president and chief executive officer at Avenue A.

"This collaboration demonstrates how we can combine our core competencies with those of a partner to offer clients a single source for world-class strategic, creative, technology and analytic capabilities."

The agreement basically means that Avenue A will offer Luminant's services to its clients, and Luminant will do the same for Avenue A's services. Avenue A's clients include Gateway, Microsoft, Expedia.com, and Uproar.com. Luminant's client list includes Administaff, Bell Atlantic Network Services, The Container Store, Dr Pepper, Enron, IBM, MasterCard International, Partsbase.com, Showtime Networks, and United Airlines.