[caption id="attachment_3292" align="alignleft" width="300" caption="October 16, 2008: Los Angeles, CA. Alan Berliner and Mike Selby. Photo by and copyright Berliner Studio/BEImages"]
[/caption]British editorial agency Rex Features announced a merger of its North American operations with the Los Angeles-based Berliner group of companies. The two partners have a longstanding relationship: Rex is the U.K. sales agency for Berliner Studio.
The Berliner Group, founded by Alan Berliner in 1973, comprises syndication agency BEImages, event business Berliner Studio and celebrity editorial brand Vistalux. It offers ongoing coverage of red-carpet events and assignment services, mainly celebrity portraiture, to Hollywood clientele.
Headquartered in London, 55-year-old Rex is a personalities, news, features and stock agency. Its push for a larger share of the American market has been evident since its midsummer announcement of opening a New York office and hiring industry veteran Paul Melcher as director of Rex North America. Rex also has U.S. operations in Red Bank, New Jersey, and in Los Angeles, the home of its new partner.
Melcher told Selling Stock: “This merger of two independent companies with more than 80 combined years of experience is going to redefine the rules of celebrity photography worldwide. It is a huge honor to lead the first baby steps of this new company.”
The alliance brings breadth and depth to the joint image offering. Together, the Berliner and Rex represent over 18 million images, with 4.5 million of these available online and 2,500 new photos added daily.
Partnering with an experienced local partner has clear advantages for Rex’s plan of U.S. expansion. At the same time, Rex’s location and reach offer Berliner an opportunity to strengthen its position in the international market.
Managing director of Rex Features John Selby will now also be the chief executive officer of the Berliner Group. Alan Berliner remains president; Alex Berliner continues to oversee Berliner’s assignment and studio businesses.