Carl Terzian Associates has started its very own social networking site.

The site has two purposes: to help companies generate business through personal relationships, and to assist people in finding jobs.

The West L.A. boutique PR firm specializes in networking events for law and accounting firms, banks and other business-service clients. Normally, for its networking events, CTA books a notable speaker or uses a client's top executive as headliner to talk about a relevant topic, and then invites executives or entrepreneurs to attend for free.

The site's membership is limited to people who have already attended a CTA event. Members can join by invitation only in fact, Chairman Carl Terzian knows everyone on the site, and no one is invited without his recommendation.

"Our site is an extension of Carl's networking," said Jim Goyjer, vice president at CTA. "You at least know that person is vetted by Carl Terzian. It's quality instead of quantity."

Terzian has about 10,000 names in his personal database. So far, only 1,500 have been invited to join the site, with 20 percent accepting.

For now, access to the CTA network is free, but the company eventually plans to charge a monthly membership fee.

Sweet Story

Blaine Group Inc. of Beverly Hills is the new PR shop for Clemmy's Ice Cream. Founder Jon Gordon was a prediabetic who had been able to enjoy a daily dose of ice cream until his doctor ordered him to quit. He didn't like the sugar-free ice cream that was available, so he went into his own kitchen and concocted Clemmy's.

In less than a year since its launch, Clemmy's has secured distribution in more than 1,000 stores, including Albertsons, Bristol Farms, Gelson's and Stater Bros.

"We are pleased to be working with such a creative visionary and an alternative dessert that moms can feel good about serving to their families," said Devon Blaine, president of the Blaine Group.

Hairy Product Placement

NuMedia Studios in Beverly Hills has produced the Web series "Heckle U" for clients Heads & Shoulders and CBS
Interactive.

The series, which follows a professional heckler's tirades in a bar, stars Tom Arnold and Owen Benjamin. Head & Shoulders products are incorporated into the heckling.

Each Webisode will launch on CBS.com, TV.com and other CBS sites.

"With the amount of time guys are spending on the Internet, Head & Shoulders sees this as a new way to interact with them," Julie Marchant-Houle, marketing director for the Procter & Gamble shampoo, said in a statement.

Trust Busters

In its annual Trust Barometer survey, Chicago-based PR firm Edelman found that 93 percent of respondents in California blame the financial crisis on the government a major difference from national survey results, which found 50 percent of respondents blamed government and 50 percent business.

In terms of industry, Californians trust technology and biotech companies the most at 68 percent and 53 percent, respectively. They trust media companies and insurance companies the least, at 28 percent and 23 percent, respectively.

By a 2-1 margin, California respondents believe government should impose stricter regulations and greater control over business across all industries. Nationally, only 38 percent of participants in the survey trust business to do what is right a 20-point decline since last year. That's lower than the trust level in the aftermath of the Enron scandal and the dot-com bust.

Agencies & Accounts

SnL Communications in West Los Angeles has added Pure Energy, a plus-size line of women's fashion, to its client roster. SnL will handle publicity for Pure Energy's April 1 launch in 300 Target stores. Neutrogena has two new actresses to represent the brand. The L.A. skin care company has signed Natascha McElhone, female lead in the Showtime series "Californication," and Emma Roberts, star of the films "Nancy Drew" and "Hotel for Dogs." Startup digital agency Stradella Road will provide online marketing for film director Peter Jackson's Wingnut Films. The new agency is owned by Gordon Paddison, former head of integrated marketing at New Line Cinema. Mayo Communications in West Hills will handle direct marketing for "The Americans on D-Day," a DVD that tours the battlefield of the Normandy invasion in 1944. The video was produced by Labyrinth Media & Publishing of Dublin, Ireland. Levine Communications Office has signed author Neil Strauss as a client. Strauss co-wrote Jenna Jameson's "How to Make Love Like a Porn Star" and Marilyn Manson's "The Long Hard Road out of Hell." Bob Gold & Associates is the new PR and marketing agency for Black Broadcasting Network, a 24-hour ad-supported cable channel that emphasizes urban film programming.

Staff reporter Joel Russell can be reached at jrussell@labusinessjournal.com

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