ICM's Lori Sale Lands at Paradigm

Becomes Boutique Firm's 'Head of Artist Marketing'

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LOS ANGELES (AdAge.com) -- Just days after exiting International Creative Management, branded-entertainment executive Lori Sale has landed at Paradigm, a boutique talent and literary agency in Hollywood.
Lori Sale
Lori Sale

But while Ms. Sale may have undergone a Paradigm shift, her philosophy about brands has not: Talent agencies should represent talent, not companies.

"I like to think of it as representing intellectual property to brands," she said.

New title, new division
At Paradigm, Ms. Sale will carry the title of "head of artist marketing" and serve as the capo of a new division that will focus on "maximizing the earning potential of the agency's clients across the vast array of platforms," Paradigm Chairman Sam Gores announced today.

Ms. Sale will work in concert with artists' primary talent agents to represent them to brands for endorsements and tie-ins, sponsorships, licensing, merchandising, and branded entertainment. Ms. Sale recently has placed ICM clients such as Kim Cattrall into endorsements for Mercedes-Benz and Beyonce into sponsorship deals with Armani and Samsung. She also negotiated Unilever's $3 million investment in Diane English's remake of the theatrical motion picture "The Women," due out later this year.

Brand integration
A key component of Ms. Sale's division will be brand integration for the projects overseen by the agency's film and TV directors and producers, as well as the theatrical films represented by the Paradigm Motion Picture Finance division. The department also will sign and represent individual clients and entertainment companies specifically for branded-entertainment representation.

At ICM, Ms. Sale and her department represented such artists as Claire Danes, Anjelica Huston and Jada Pinkett Smith, among others. The group also represented intellectual-property companies including MGM film, Yari Film Group, the Weinstein Co. and Showtime Networks. It's unclear how many of her ICM clients may follow her to Paradigm.

Prior to joining ICM, Ms. Sale spent seven years working for Harvey and Bob Weinstein at Miramax and the Weinstein Co., serving as a liaison between the studio and Fortune 500 companies. Executives familiar with the matter said the Weinstein Co. has already agreed in principle to be represented by Paradigm.
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