LOS ANGELES—The Honig Company has launched a talent division focused on representing actors, performers and other creative talent. Agency president Steve Honig says he plans to take a business-oriented approach to the representation of talent.
“Our strategy is to look at talent as a revenue-generating business entity,” says Honig. “We will be developing and implementing communication strategies that support our clients’ projects as well as driving their ‘stock value,’ much as we do for corporate clients.”
Veteran entertainment press agent and manager Joe Sutton has joined as the division’s senior consultant and will work with staff to direct communication programs. Sutton has represented performers such as Bill Cosby, Neil Diamond, Drew Barrymore, Burt Reynolds, Sean Astin, Martin Lawrence, The Beach Boys and The Doors.
“Our concern is much less about getting clients’ pictures in magazines and more about contributing to their financial success as entertainers,” Honig adds. “We will work to increase sales of tickets, DVDs, CDs, books or whatever the specific project, as well as manage how the client is viewed by the public and potential employers.”