Paradigm sets Sale for brand unit


Paradigm has tapped branded entertainment industry veteran Lori Sale to launch and head an artist-marketing division that will focus on maximizing the earnings potential of the talent agency's clients.

Sale — who joins Paradigm from ICM, where she launched a similar division in 2006 — will be charged with partnering with an artist's primary agent to service the client's marketing and "360-degree representation needs." Those include business partnerships with brands, endorsements and tie-ins, sponsorships, licensing and merchandising and branded entertainment projects across TV, film, the Web and other platforms.

"From the beginning of Paradigm's growth spurt, we have focused on maximizing our existing business models and creating new ones rather than trying to protect old ones, and this new division certainly fits into that philosophy," Paradigm chairman Sam Gores said. "We believe in the team concept of representation, which is advantageous to our clients, and this is another great resource that fits perfectly into our DNA."

Sale started Monday and will begin to staff her department immediately.

The new division will be composed of agents with expertise in servicing the unique marketing and crossover needs of clients outside of their principal sources of representation. Sale said the division would have at least 10 staff members.

At ICM, Sale represented actors, musical artists and entertainment companies including Beyonce, Chris Brown, Brittany Murphy, Usher, Jada Pinkett Smith, MGM, Yari Film Group, the Weinstein Co. and Showtime Networks.

She said she will bring some of her clients with her, including MGM, Yari and the Weinstein Co.

Before joining ICM, Sale worked for seven years at Miramax and the Weinstein Co., shepherding branded entertainment projects and promotions.

She said she made the move to Paradigm because she was seeking a more collaborative environment.

"The difference here is I really do have access to the entire agency so that we can in a meaningful way put together projects with brands and represent artists to brands. I've come to a place that is more collaborative and that is willing to invest in the resources that are necessary … to build a very big and vibrant group here. They have an outrageous music list and an outrageous talent list, so I can't wait."

ICM declined comment on the circumstances surrounding Sale's departure or whether it would replace her.

But it is planning to focus its division more on mobile and online initiatives.