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EXCLUSIVE: Paradigm just announced internally that Rick Faigin of PMK*BNC has joined the Hollywood agency as the new head of the Marketing department. “He spent the past 8 years developing, negotiating, and executing multi-platform brand partnerships for companies such as Samsung Mobile, Bacardi, Audi, Activision, Gatorade and T-Mobile. Rick specializes in the strategic integration of brands with entertainment, having recently crafted deals for Bacardi with Paradigm client The Black Eyed Peas and Samsung Mobile with the Glee Live tour, among others. His most recent project, Samsung Mobile’s Summer Krush concert series, is currently underway featuring artists such as Paradigm client Coldplay as well as Lenny Kravtiz, Cee-Lo Green and Pitbull.”
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Congrats to Rick! Paradigm is lucky to have him. He will definitely be a strong player over there!
Congrats Rick! Total win for Paradigm.
Look at this guy… Makin’ moves. No one better for the job! Congrats Rick. Welcome to the “other side”
He was great at PMK and he’ll be great addition to Paradigm. Congrats, Rick!
Guess Carol Goll better start looking for another gig, AGAIN!
Carol Goll is at ICM. Not that she shouldn’t be replaced with someone who actually knows something about something.
It’s Kathleen Trinh that is being replaced at Paradigm. Were I Rick, I’d be rather concerned about an agency that’s fired three marketing heads in just over three years (Lori, Randy, now Kathleen). Or maybe he’s being strategic and believes this is a good way to get three years’ salary with one year’s work.
Yea, talk about a real zero…
I’ve worked with Rick and there’s not a better man for this job. He’s a class act, very connected and couldn’t be more knowledgeable about all sides of the business. He’ll crush this gig. Congrats Rick!!
Big congrats Rick!!
no one better than rick faigin. no one.
hudson
He’ll get a rude awakening when he finds out that film actors don’t endorse products and aren’t nearly as accommodating as music artists when it comes to promoting.
Putting a PR activation guy in charge of a talent agency marketing department? Setting up table tents at parties and working the door at events hardly qualifies as strategic brand partnerships. Being forced by the agency & Bacardi to follow the Black Eyed Peas around the country to set up after party events is not crafting deals. You snowed them good Rick!
You clearly have absolutely no idea how that part of the agency business works. As a former branding agent, let me give you a clue:
This is not about him doing the same job but for an agency, it’s about him leveraging his relationships with former brand clients in order to secure deals for Paradigm talent. Most major brands use talent or some other type of entertainment in their campaigns and the ability to get your submission to the front of said brand’s list is a significant part of the battle. Not only does he have relationships with many of these brands, his former employer may well be serving as the brand’s talent buyer, in which case he has an even greater advantage.
And I’m sorry, anyone who tells you that talent branded entertainment deals are about “strategic brand partnerships” is full of shit: it’s all about which brands will pay enough for a talent’s services and if there happens to be a great fit then all the better.
Week one…he calls all 6 of his former clients.
Week two…hmm, looks like he’s out of moves.
Not so easy finding the cash, is it former branding agent?
Well, he’s had a hell of a lot more clients over his 8 year tenure than 6 (or he’d have been gone long ago) and presumably still has relationships with them. He also still has a relationship with his former employer who, like I said, likely serves as a talent buyer for all of their clients (not just the accounts he worked on). Given the reputations agents in general have, they’ll be a lot more likely to hire talent through someone they already know and trust (assuming they do).
There’s also the fact that Paradigm’s list is pretty fluid. Just because none of his former clients have something for his talent this week doesn’t mean Paradigm won’t sign someone just right the next week (not to mention how many talent out there are non-exclusive when it comes to branding representation).
My real point, however, was that the job of a branding agent who works with talent (vs. on retainer from brands like CAA Lifestyle, WME Consulting, etc.) doesn’t need to be a veteran contract negotiator nor a superstar strategist, they need access to brands that hire talent, which he seems to have. He also knows what brands do in order to extract the most out of talent since he used to be on the other side.
Sounds like your issues with him may be personal (and perhaps totally justified), but this is how the world of branding agents works.
It seems as though Kathleen is staying, right, just demoted? That sux.
That’s how it looks (though who knows what will happen in the near future), but remember this sort of thing happens all the time at agencies with department heads rotating but the agents all staying in place. Of the majors I know ICM the best where (prior to the latest shakeup that caused Scott to leave) heads would “step aside” but stay at the agency (Brillstein, Howard, Yablans, Bodie, MacLaren). What really matters is how classy the agency is in handling it.
If they’re classy, they’ll give her a new “title” (like VP Artist Marketing or something else that sounds cool but has no meaning). Perhaps they’ll even change the department name with a press release-like explanation in order to justify bringing in someone new to run it (such as Entertainment Marketing, with a more 360 approach to branded entertainment, beyond just talent, requiring someone with experience representing brands). Looking to ICM again, they did this as well when they changed “Commercials” to “Global Branding”, brought in Lori Sale and sidestepped Karen Sellars (never mind the epic disaster this department turned out to be).
So we’ll just have to wait and see. But, as mentioned above, this is a department that’s gone through roughly one head every 15-18 months since its inception and none of the formers are still with the agency at all.
A trained monkey could run an commercials department if the agency has:
a) Talent that brands want. Paradigm does not.
b) if their music department were more than just concert bookers. Paradigm’s is not.
hey ‘anonymous’ you seem to know ICM pretty well. That’s sad for you.