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Wranglers Round Up Stars For Marketers' Parties

Last year, marketers spent about $20 billion on nearly 900,000 events and parties. To corral stars, they are increasingly are hiring specialists in so-called celebrity wrangling, such as Los Angeles companies The A List; Feinstein/McGuiness public relations; and Flying Television in New York.

"As much money as you spend on these affairs, they only work if the celebrity quotient is there," says Lori Levine, founder of Flying Television. What Levine offers brands is the access and persuasive skills to wrangle a star for their events. She started the company a decade ago as a side gig to her job as a booker for "Late Night with Conan O'Brien." It had revenue of $3 million last year.

Unlike brokers, who hire celebs to appear, Levine's job is to wrangle a star for free--well mostly free. Celebs often demand such services as a driver or hair or makeup stylist. Her fee runs $15,000 to $25,000, plus expenses. Her tools include knowledge of stars' interests and pet causes they may be promoting. Such information fills a database of 12,000 names, including stars, personal assistants and publicists.

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