ICM said Thursday that it is launching a global branded entertainment division headed by Weinstein Co. promotions and consumer products veteran Lori Sale.
Unlike the marketing divisions at such talent agencies as CAA and WMA, the new ICM unit will not represent advertisers but will seek out branded entertainment opportunities for the agency's talent across all its divisions. The move indicates that ICM views the explosion of advertiser-funded and -sponsored entertainment as an opportunity not just for brands looking for ways to market to consumers but also for talent looking for additional entertainment platforms for their work.
"There is great value in leveraging ICM's client base among the film, television, music and publishing industries to create innovative branded entertainment opportunities," said Sale, executive vp worldwide promotion at the Weinstein Co., who takes up her new position March 7.
"ICM will not represent brands," Sale said. "That space is being handled very nicely already. The strategy for ICM is to facilitate entertainment and content opportunities for ICM talent and to foster dialogue between brands and ICM talent across all divisions of ICM."
Sale has overseen promotions, branded entertainment, consumer products, product placement, corporate sponsorships and strategic alliances at the Weinstein Co. and Miramax Films for the past six years. She recently orchestrated a wide-ranging marketing alliance with L'Oreal Paris for Weinstein Co. films and also implemented brand integrations for the company's Emmy-nominated series "Project Runway."
"Lori has been a key part of our company over the past six years, bringing her knowledge and relationships with the world's largest brands to our content in film, television, publishing and home entertainment," said Harvey Weinstein, co-chairman of the Weinstein Co. "We look forward to working with Lori in her new role at ICM."
Sale said ICM could work with other talent agencies representing brands, media and ad agencies, product placement and branded entertainment firms or directly with advertisers in developing branded entertainment opportunities for its clients. She said her new group could facilitate a brand working with ICM talent across various entertainment platforms, such as film, music, TV and publishing. "I look at this as a grocery store full of talent, and a brand can come in the door and walk out with a cart full of stuff. If you offered a brand the opportunity to get involved in all these different areas at one time, you'd be able to create a tremendous amount of impact."
Sale said ICM could connect brands with existing entertainment properties or work with advertisers to create new ones.
"ICM is in a unique position to leverage the strengths of our agency's talent base and create important entertainment opportunities for a wide range of companies -- from traditional advertising agencies to content owners to brands directly," ICM chairman and CEO Jeffrey Berg said. "Lori's expertise will allow us to integrate all of our divisions to help brands immerse further into popular culture."