ICM Forms Brand Entertainment Unit

LOS ANGELES International Creative Management is launching a brand entertainment division here, the talent agency said today.

Lori Sale, formerly vice president of worldwide promotion for The Weinstein Company, will head the effort and report to ICM chairman and CEO Jeff Berg.

“ICM will not represent brands,” said Sale. “That’s not what we’re looking to do and there are lots of ad agencies and brand entertainment companies, even other talent agencies, who to that and do a nice job. We will be agnostic and work with all of them happily.”

Sale said that rather than work on retainer for a brand, the division would welcome any brands interested in ICM talent, then put together deals as simple as sponsored concert tours (for ICM signatories such as Usher, David Sanborn and Ashanti) and as complex as cross-platform, multiple artist projects involving branded entertainment shows, movies, television, books, new media and ICM stars, which include Jodie Foster, Denzel Washington, Mel Gibson and Jennifer Lopez.

“We will become the one-stop shop for brands and other talent agencies to reach out to ICM talent and intellectual property,” Sale said, adding that the deals could be worked in the other direction as well, with ICM reaching out to brands on behalf of its clients. “We know our clients’ secrets and hidden passions.”

While at Weinstein’s movie company, Sale led product placement, corporate sponsorships, strategic alliances and branded entertainment activities. Among her projects was a deal with L’Oreal Paris that merged the worlds of movies and beauty products and brand integration for Project Runway.