1) How long have your been an independent rep? Please list the companies that you currently represent:
18 months in my most recent incarnation. Current clients include: edit boutique The Assembly Rooms (I am also their US EP); NB Content and TheBridge.Co (both production companies); Lord of Barbes and Happycamper (animation); Amber Music; Zoic Studios; boutique agency Odysseus Arms; and Furlined (we are covering their staff rep’s maternity leave).
2) Please define your responsibilities as a rep and how they have evolved over the years.
Sales and marketing first and foremost, as it always has been. How you accomplish that has changed over the years for sure. As always, the best client any rep can have does great work and has a stellar reputation to back that up. That client also involves its representation in the business of its business: You really have to know how everything is done when selling to a discerning audience. Getting proper attention paid to new companies, in particular, is super challenging in a saturated marketplace. PR is a bigger component of marketing than ever before because it is crucial to stay top of mind.
3) How has your marketplace expanded with the advent of longer form branded content and varied platforms? While agency creatives and producers remain prime contacts, have you extended your reach to clients, smaller boutique specialty ad/marketing/digital shops, entertainment cos., etc.?
There certainly are more rocks to look under for work these days. On a good day it’s an integrated sale across our roster.
4) Has an increase in in-house agency production and resources impacted your business and how have you adapted to this dynamic?
The in-house units still offer some strategic opportunities to provide specific talents or areas they don’t cover or can’t offer at a high enough level. Certainly, the worst impact has been felt by edit houses without an A-list clientele.
5) What are the advantages of being an independent rep? The drawbacks?
Advantages: You can play in a few different sandboxes if you have varied interests: live action, editing, VFX, music, experiential.
Drawback: There is a great reward to knowing a company’s talent and aspirations intimately. This takes time and trust, which is often slower to come when you are independent.