That's not a typo. It's a wonderful old Yiddish word I'd like to borrow to describe the role of the modern cross-promotion marketing specialist. Tsunoyfporn, pronounced soo-noyeff-paw-ren, translates literally, "to find a mate."

Just for fun, think of today's marketplace as the world's biggest singles bar. Step inside. Everywhere you look there are great looking brands, almost all of them here to meet somebody. Some are looking for long-term relationships. Others just want one dance. There's a group of five over in one corner trying to figure out a way to get everybody involved. Many, though, just sit there wondering how to make the first move.

Time for tsunoyfporn. The matchmaker. The cross-promotion specialist who facilitates the budding relationship.

The best of the truly integrated promotions are typically "arranged" or "brokered" by such a person. They don't have to be employed by an agency, but often that independent role enables them to provide impartial counsel not otherwise available to the partners.

Of course, the agency "tsunoyfporn" is usually employed by one partner, but his or her effectiveness and success is based upon a unique ability to bring people (and brands) together, keep them motivated, and help them give birth to a wonderful program.

In every successful promotional "marriage," the matchmaker employs a bit of magic, a large dose of understanding people and what motivates them, a measure of political acumen, chutzpah (somebody's got to make the first move -- in our business, that's often just picking up the phone), gut-check creativity, absolute honesty and a whole bunch of luck.

Yes, you can do it yourself. Go ahead. Belly up to the bar. Ask for a dance. You'll have fun. You may even get to first base.

But, if you want a long-term, successful marriage, the ancient traditions are always the best.

Tsunoyfporn. The matchmaker. The cross-promotion specialist. It could be the beginning of a beautiful relationship.