In a move which aligns DHA's international marketing strategy with its UK business practice and enables the company to market its full range of products direct to overseas customers, DHA and Rosco have redefined their long-standing marketing agreement.

Effective from September 10 (the first day of PLASA 2000), the new agreement will allow DHA to direct-market its catalog of 900-plus metal gobo designs and its range of moving effects products to customers throughout Europe, Scandinavia, and Asia. The decision to redefine the partnership, which originally gave Rosco exclusive worldwide (except UK) marketing rights for DHA gobo designs and moving effects, and DHA the right to market Rosco's images, recognizes that international business practices have changed dramatically in the 16 years that the two companies have worked together, and that the business is becoming more global in its structure.

Diane Grant, joint managing director of DHA, says, "We have been working successfully with Rosco since 1984, but since our move to Waterloo Road five years ago, our capabilities have increased tremendously. Customer expectations have also changed: People no longer accept that they can buy custom but not standard gobos from us. Now, with a customer service team of 12 and an extremely experienced sales staff, we have the capacity to provide an international service for all our products." Julie Harper has recently been promoted to sales manager for Asia.

Michael Hall, consulting director for Rosco, says, "The worldwide network of Rosco companies and existing global stock lists will be complemented by the new arrangement, and we both expect to see increased growth and new product introduction."