At the conclusion of the MI6 Conference & Awards a new collaboration with the Promotion Marketing Association (PMA) was announced. The two will collaborate on bringing "the brand executives from the game space to meet with their counterparts at the advertising brand level." The collusion will take place September 27, 2006 during a morning summit in Chicago.

"This meeting of leaders from both sides of the advertiser/game space marketing equation is the first such summit of its kind. PMA's Chairman, Michael Murphy of Pfizer, has graciously invited our AEIM/MI6 game brand leaders to meet and lay the groundwork for a structured process to bring potential partners together in a lucrative way," said President/CEO of MI6/AEIM Jim Chabin. "The connection between Silicon Valley and Madison Avenue have been a little like having dial-up on AOL vs. broadband."

Added Chabin: "Our 'AEIM' is to create an 'upfront' process for our members to present and partner with brands in strategic alliances from each party's planning process right through launch. Finally, we are creating an opportunity for both groups to educate each other better, form partnerships together, amplify each other's assets, and create vast opportunities which will contribute to each other's success."