|Tera Hanks has joined CAA Marketing, and may have to end her relationship with Pepsi now that the agency renewed its deal with Coca-Cola.
Ms. Hanks joins the Hollywood talent agency months after leaving Embassy Row, the production and branded entertainment outfit she co-founded with TV producer Michael Davies (“Who Wants to be a Millionaire”) and film producer Chris Moore (the “American Pie” films) last year. She served as president of entertainment marketing firm Davie-Brown Entertainment before that.
The hiring of Ms. Hanks comes as the Coca-Cola Co. renegotiated its deal with CAA.
Financial details of that deal, or even the extent of the new terms, were not disclosed, but it comes despite reports that the soft-drink giant was considering ending its six-year relationship with the company, which brokered Coke’s placement in Fox’s hit series “American Idol.” CAA’s David Messinger will continue to serve as the point person for Coke at the agency. CAA earns an estimated $3 million per year from Coke, insiders say.
CAA Marketing’s other clients include Starwood Hotels & Resorts, Procter & Gamble Co., Hasbro, Sprint Nextel, Delta Air Lines and Song, Abercrombie & Fitch and Hollister, and Boost Mobile, all of which are looking to develop branded entertainment and use film, TV, music, video games, theater or online properties to spread their marketing messages.
Ms. Hanks’ hire also comes after CAA late last year hired Lenny Stern, founding partner at strategic marketing agency SS+K, to serve as the head of CAA Marketing and its team of 20 agents, based mostly in Beverly Hills, Calif. Mr. Stern also continues to oversee SS+K, as well.
“With Tera’s track record of creating and implementing programs that help build brands and sell products through entertainment, she is the perfect addition to our team,” said Mr. Stern, to whom Ms. Hanks will report. “Tera is completely aligned with our desire to take the mystery out of entertainment for our clients and to deliver clear value for their entertainment marketing investments, regardless of what form it takes or how it’s delivered.”
While at Embassy Row, Ms. Hanks produced the Pepsi-Cola-backed Web series “100 Concerts in 100 Days” that appeared on Yahoo Music and Pepsi Smash during the summer, as well as “First Descent,” a feature-length documentary for Mountain Dew that was released in December by Universal Pictures.
At Davie-Brown Entertainment, she oversaw product placement, branded entertainment and promotions deals for marketers such as Pepsi, Hewlett-Packard, BMW of North America, Reebok, the National Football League, American Express, Sony PlayStation and Yahoo. She helped to integrate the Mini Cooper into “The Italian Job” and Gatorade into “The Contender,” as well as broker HP’s partnership with the reality series “Project Greenlight.” Ms. Hanks also consulted on BMW’s short-film series “The Hire.”
It is not yet clear which corporate clients Ms. Hanks will work with at CAA, but her close relationship with Pepsi over the years may have to end, considering the talent agency’s relationship with Coke. Davie-Brown continues to oversee Pepsi’s entertainment marketing efforts.
“CAA Marketing is an ideal fit for me,” Ms. Hanks said of her new post. “I’ve always been impressed with CAA’s total commitment to collaboration, which offers marketers unparalleled proximity to the world’s best content creators.”