BBE Marketing Pre-Hire Guide PDF

April 2024 BBE Marketing New Pre-Hire Guide BBE Marketing ​ Mission To connect businesses, organizations, and professionals with the representatives (agents, managers, publicists) of celebrities. We encourage smart risk-taking, and intense learning when the risk doesn’t result as h...

April 2024 BBE Marketing New Pre-Hire Guide BBE Marketing ​ Mission To connect businesses, organizations, and professionals with the representatives (agents, managers, publicists) of celebrities. We encourage smart risk-taking, and intense learning when the risk doesn’t result as hoped. We want passionate people who genuinely want to see the company do good. We are like a sports team where every piece is important, and we look to win. Anybody who is not performing on the team will be benched, or let go from the team. We aim to stay small and nimble, and only keep the best teammates, and quickly get rid of those who underperform. When you are assigned to a product or service, it’s important that you take the initiative to learn who our customers are, why they purchase our product, and understand their needs and wants. You are free to listen in on customer calls, read customer emails, interview customers, and other resources. In order to innovate, you need to understand who you are innovating for. What is Booking Agent Info Booking Agent Info is the most comprehensive and accurate resource in the entertainment industry, covering music, film/TV, sports, and digital sectors with an unparalleled database of celebrity profiles. Our platform not only provides verified contact details but also offers rich insights into celebrity brand endorsements, philanthropic activities, and detailed social media analytics. Booking Agent Info tracks new signings, endorsement deals, celebrity philanthropy, and the latest industry news. We encompass everything happening with celebrities worldwide, making our platform a pivotal resource for anyone seeking comprehensive and up-to-date information in the entertainment industry. Use cases Promoters and Event Planners – book celebrities for events Marketers and Entrepreneurs – hire celebrities for endorsements or partnerships Publicists – work with brands to get their products to celebrities Media – interview celebrities or use press material for their publication Charities and Non-Profits – utilize celebrities to bring awareness to charity Entertainment professionals – looking to network with others within the industry BBE Marketing New Hire Guide | 1 Representative Types & Categories Agents Simply put, an agent is responsible for finding work for their clients. Whether that’s film or TV roles, live gigs, or endorsement deals, whatever their client’s specialty, agents work tirelessly to make sure the people they represent continue to find paying jobs. Agents are also responsible for the business end of any jobs their clients get; specifically, negotiating the contract. So the agent will be the one handling deals for event bookings, endorsements, and any jobs for the celeb. There are many types of agents, and some celebrities have a different agent depending on the industry; for example, an actor/musician like Jack Black will have one agent for his film and TV career and another for his musical career. Even if a celebrity doesn’t have multiple agents, their agent usually has to get approval for any deals from the celebrity’s manager. So while an agent’s role is ultimately to keep their clients in business and making money, you do have to keep everyone else on the celebrity’s team in mind when making your pitch to an agent. That said, if the opportunity is a good fit for a celebrity, as a business owner offering a celebrity an endorsement deal, you actually have a solid chance of getting a “Yes” if you go through their agent. Why? Because at the end of the day, what’s most important to the agent is that their client continues to make money. Which, in turn, ensures that they make money, since agents take a percentage of each deal their client does. Talent Agents Represents Film and TV celebrities and digital creators. Music Agents Represents musicians and can handle negotiations for concerts or live performances. If the representation is exclusive, they have a contract with the representative that they can’t be booked by any other agent in the same territory All bookings go through the artist’s exclusive agent, they can’t bypass the representative. Occasionally, can be non-exclusive, especially with hip-hop artists. In this case, we’ll go with the one from the major agency. Film & TV Find work for actors and other celebs in the movie and TV industry BBE Marketing New Hire Guide | 2 Sports Agents Deal with the negotiation of contracts and business deals on behalf of athletes. In sports, agents act as managers. Could be on-field (contracts) or off-field (endorsements) On-field agents ○ Primarily focus on the contractual and professional aspects of an athlete's career directly related to their performance on the field or court Off-field agents ○ Sometimes referred to as Marketing Agents or Endorsement Agents ○ Specialize in handling the non-sporting aspects of an athlete's career, particularly endorsements, sponsorships, and personal branding opportunities Digital Agents Represent influencers and manage their brand partnerships, collaborations, and other business opportunities. They are not always exclusive. Commercial Agents Responsible for securing endorsement deals for celebrities. These deals involve the individual using their name, image, or reputation to promote a product, service, or brand. They are also sometimes called Endorsement Agents, Marketing Agents, or Brand Agents Managers A manager’s job is to provide career guidance and advice, and managers are much more likely to look at the long-term implications to their client’s brand when it comes to deciding whether or not they should accept an offer. As with agents, celebrities can have multiple managers handling different aspects, for example a personal manager and a business manager, but no matter how many they have, each manager will consider whether their client’s participation in a project is going to have a negative impact on their brand in the future. Unlike agents, however, managers aren’t paid by the deal; rather, they take a percentage of their client’s total income, which means they can be more selective when it comes to approving a potential endorsement deal. BBE Marketing New Hire Guide | 3 For this reason, managers can either make or break a potential deal with a celebrity; in fact, managers can best be described as the CEOs of their clients’ businesses, which means they’ll need to sign off on any potential deals their client makes. But there’s one thing that can win over a manager in no time at all: research. By doing research beforehand, you will be able to identify the celebrities that are the best fit for the endorsement. And, in turn, you’ll be able to convince the manager that not only is this deal great for you as the business owner, but it’s also great for their client’s public image and brand. When it comes to managers, it’s important to note that celebrities work with them exclusively. Celebrities cannot have different managers for different territories. Talent Managers Manages Film and TV representatives, digital creators, and other celebrities. This can include day-to-day or personal managers who act as a liaison between the talent and others. Music Managers Manages musicians and artists. Focuses on music-related projects. It is rare for musicians to not have managers--we’re likely to see a musician with no agent than no manager. Tour Managers Deal with the talent’s itinerary and do the majority of the planning for a tour. They are the one communicating directly with the promoter Sometimes handles bookings as well. Production Managers Their info is something that we don’t pursue, as they are not relevant to us In music, they are in charge of securing the right equipment like microphones and speakers Film & TV Celebs work with these reps exclusively; there is no co-managing in the Film & TV industry It is also not uncommon for actors to not have managers BBE Marketing New Hire Guide | 4 Sports Managers Athletes don’t have managers. In sports, agents act as managers. Business Managers They are the celebrity’s financial planner who informs them how much money they have and how much money they can spend Usually a certified accountant and handles the celebrity’s finances Not our focus, but we add them if we have their info Digital Managers Influencers will either have just an agent or just a manager Can be non-exclusive sometimes Publicists While managers are considered the CEOs of their clients’ businesses, publicists help protect those businesses by managing public perception of their clients and ensuring the celebrity they represent is viewed as favorably as possible. Publicists are paid differently than managers and agents; rather than taking a percentage of each deal (like agents) or a percentage of their client’s total income (like managers), publicists usually work for larger firms and are paid a retainer for their services. A publicist’s responsibilities can include arranging interviews or public appearances, putting together press releases, or managing social media accounts. The best way to approach a publicist with a business opportunity for their client is to frame the job in terms that are most likely to resonate with their publicist. Publicists are also great contacts when you’re sending out free promotional products, as they’re typically very receptive to receiving free promotions. When speaking to a publicist, you’ll want to outline how the endorsement you’re offering will provide a positive boost in their client’s public image. And since publicists typically have large numbers of clients, if you can get through to a publicist and get them thinking highly of you, you can also use their vast client list to establish additional business relationships with the other celebrities they represent. Record Label PR Handles all the artist’s releases on the record label BBE Marketing New Hire Guide | 5 Rep Territories and Areas of Representation Areas of Representation refer to the categories where the rep handles the client. Territories, on the other hand, refer to the country or region where the rep exclusively represents the celebrity. Areas of Representation The list below shows how Areas of Representation should be written as: AGENTS MANAGEMENT PR Music Theatrical Brand Manager Print Endorsements Digital Tour Manager Online Comedy Voiceovers Business Manager Tour Literary Personal Marketing Manager Literary TV Literary Appearances Digital Label PR Film & TV Speaking Territories Territories should not be abbreviated except for the UK. So they should be written Worldwide, North America, South America, Asia, and Europe/UK. Worldwide should be written in full, and not abbreviated like WW. The word except should be written as ‘exc.’ For example: Worldwide exc. Asia. New Zealand should be written as NZ. For example: Australia/NZ. The United Kingdom should be written as UK. For example: Europe/UK. Here are common territories and how we should write them as: TERRITORIES Worldwide Caribbean Europe/UK Worldwide exc. Europe/UK Asia UK North America Asia Pacific US South America Africa Canada Latin America Middle East Australia Central America Europe NZ BBE Marketing New Hire Guide | 6 Important Points to Remember Whenever we have info for both Areas of Representation and Territory, we should write the Area of Representation first followed by the Territory. They should be separated with a dash symbol. For example: Theatrical - Europe/UK. The first letter of the words should be capitalized. Endorsements, Voiceovers, and Personal Appearances should be written in plural We don’t add Promotion, TV PR, Radio PR representatives Only add the rep if they’re listed on socials/website of the celeb for agents handling Endorsements, Personal Appearances, and Voiceovers BBE Marketing New Hire Guide | 7 Handling Conflicting Data Discrepancies occur when there are multiple reps that are handling or may be handling the same territory for the celeb. These profiles need to be checked to see if there are outdated info or non-exclusive reps on the profile. What is Conflicting Data Conflicting data exists when there are two or more same-type reps on the profile who work on different companies, but handle the same area or territory. If we have no info on what areas each of them represent, and they are both from the same region, the assumption is that they could be handling the same territory. Here are some examples of profiles that have conflicting data: When checking for conflicting data, see if any of the following are true: Are there multiple reps within the same rep type? Are these reps from different companies? Do they claim to represent or possibly represent the celeb in the same territory? If the answer to all of these points is yes, then we have conflicting data on the profile. The Issue with Conflicting Data An exclusive representation means that the representative and their company should be the only one handling the celebrity for the territory or area or representation that is specified in their contract. If there are overlaps in territory and/or area or representation involving different companies, there is discrepancy because one of them could be outdated or non-exclusive. BBE Marketing New Hire Guide | 8 Top Companies As part of our work as researchers, we must familiarize ourselves with the entertainment industry landscape. Here is a partial list of the top companies in the field, and some of the major events that happened in the recent years. Top Agencies 1. CAA 2. UTA 3. WME 4. Wasserman Middle Agencies Booking Agent Info provides database members with the official representation for celebrities. Middle Agencies and Talent buyers are companies that specialize in booking celebrities for events. They often operate by reaching out to a celebrity’s rep on behalf of a customer and/or organizing the celebrity appearance and event. They’re often not a direct representative so the general rule is not to include them in the database. How to Spot a Middle Agency 1. They have booking and pricing options available Booking prices are not publicly-available, so if this information is posted on the agency’s website, it could be a sign that they’re a middle agency. 2. Company description is advertorial Specializing in bookings for corporate events Promising premier service Mentions a review rate or that they have a lot of satisfied customers 3. Disclosure that they don’t represent the celebs exclusively Mentions that they are not working exclusively or representing the celebrities This is usually located at the bottom of website pages 4. The company is unknown, but they have big names in their roster There are established agencies that have an extensive list of celebrity clients like UTA, CAA, and WME. However, if a company has 100+ celebrities on their roster and they fit the other criteria, this can be another sign that they’re a middle agency. 5. Their website has an outdated design BBE Marketing New Hire Guide | 9  Most middle agency websites have old-fashioned (or low budget) website designs. This is not a definite sign that the agency is a middle one. However, it can be a good indicator if the company fits the other criteria. In some cases however, they CAN exclusively represent certain celebrities. So, we add them as the celebrity’s contact in these instances: The celebrity is marked “exclusive” in the roster label or they mentioned the celebrity as an exclusive client. The middle agency is listed on the official website and social media profiles of the celebrity. These are the exceptions from the general rule. For example, MN2S is a middle agency, but it can represent certain celebrities exclusively. Celebrity Endorsements Brands that are affiliated to a celebrity in a form of an endorsement deal are also listed on the celebrity profile. These deals could take in the form of traditional advertising, social media endorsements, brand ambassadorships, sponsorships, partnerships, and licensing. Endorsement A celebrity endorsement is when a well-known personality is paid to promote or recommend a product, service, or brand. In addition to the brand name of the endorsement, here are other details about the deal that we add on the database: 1. Investment – When a celebrity was given equity and/or if they’ve invested in the company. 2. Business Venture - Endorsements must be marked as a business venture if the celebrity is its founder or co-founder. Something shouldn’t be tagged as an investment and business venture--should just be one or the other. Interests This refers to the specific activities, hobbies, or subjects that an individual finds enjoyable, engaging, or fulfilling in their personal life. BBE Marketing New Hire Guide | 10 Charity Charities are non-profits organizations. Philanthropic endeavors differ from endorsements in that they involve non-profits, whereas endorsements involve brands. Note that most of the support related to a charitable organization will also indicate a corresponding cause that the celeb also champions, but not the other way around. Causes A charitable cause refers to a mission or goal pursued by a non-profit organization BBE Marketing New Hire Guide | 11