GTO 3987 on Mulholland

GTO 3987 on Mulholland

Thursday, September 24, 2009

What is the difference between managing "Hollywood" talent and business executives?

Having managed actors, writers and directors for the better part of thirty years, I've been asked what is the difference between managing "Hollywood" talent and business executives. For me, there is no difference since the objectives are the same: Increase the client's visibility in the public media so as to attract enhanced offers and to proliferate sources of cash flow to the client.

The only difference I have to deal with is that, while every actor, writer and director I ever dealt with understood the need for strategic management and actively sought it out, business executives rarely understand the subject and believe that mailing out résumés and phoning their network contacts constitutes marketing. What this actually does is to advertise your misfortune rather than to create a demand for your services.

A presence in the media is the fastest way to double or triple an executive's earnings and television is the optimum outlet. It is a tool I've been using since 1980, so I speak from experience.

The question is: What does it take for an executive to see that television will do things a résumé could never hope to accomplish? The answer to this question could mean the difference between comedy and tragedy.

No comments: