• by Danielle Oster , July 12, 2024

Entertainment and sports agency Creative Artists Agency (CAA) -- which represents a large roster of top actors, directors, musicians and other artists --– has formed a media and entertainment partnership department (M&EP) to handle partnerships between their talent, brands, intellectual properties, and media companies.

Such partnerships have been a compelling draw for brand marketers in recent years -- particularly in the wake of the blockbuster hit “Barbie” last year bringing Mattel’s IP to the big screen, and the countless brand partnerships the movie spawned.

The department will be responsible for working with clients across the process of developing, financing, and launching films, TV, digital and social media content series, as well as helping provide clients “greater incremental marketing support and revenue.”

Libby Bush, a Disney, Marvel, and NBA marketing veteran, will lead the new department, with support from CAA executives Erica Durgin, Scott Iason, and Margo Plotkin.

Bush noted how the department will "help form partnerships with brands to help get content made and create compelling marketing campaigns that captivate audiences and deliver tangible results.”

Formally launched last month,  the department recently negotiated a multiyear agreement for Kitchen Aid to partner with actress Jennifer Garner on a social content series called “The Pretend Cooking Show.”