CAA takes new approach to advertising business

Friedman, Wayne; Snyder, Beth
October 1999
Advertising Age;10/4/1999, Vol. 70 Issue 41, p4
Trade Publication
This article reports that talent agency Creative Artists Agency (CAA) will buy a 40% stake in the marketing communications agency Shepardson Stern & Kaminsky as October 1999. The move comes almost a decade after CAA rocked the advertising agency world by signing up Coca-Cola as an advertising client. By this move, CAA aims to represent marketers looking to own, sponsor or connect in some way with films, television shows, or music projects. According to CAA President Richard Lovett, CAA will not steal clients from advertising agencies. Instead, it will work supplementally with advertising agencies. CAA also aims to bridge the gap between corporate America and Hollywood's creative epicenter, giving the former immediate access to the top entertainment creative talent and trends.


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