Two Hollywood Mega Agencies Combine Forces, With Clients the Likes of Oprah Winfrey and Gisele Bundchen

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The new combined agency will compete against Creative Artists Agency, which represents Robert De Niro, Tom Cruise and Tom Hanks.

CAA now has a more formidable competitor in the even larger William Morris Endeavor agency and Emanuel.

"Ari is thoughtful and insightful, profane and louder than a Marshall amp when required and someone who has created a persona on the knowledge of how to use real power," Patten said. "A lot of people know him from the caricature in Entourage: superagent Ari Gold. That is part of the secret of his success. A lot of people know about him."

That is rare in an industry crowded with big Hollywood names.

"Get more than five miles out of Beverly Hills and ask yourself how many agents you can name," Patten said.

While Patten said the acquisition of IMG appeared to be an offensive tactic, moving up and forward as a company, Raih said he views it as a defensive tactic.

"CAA Sports boasts 800 clients, while WME's athletic-based clients are few and far between," Raih said. "IMG, meanwhile, is laden with stars from both 'stick and ball' Western sports, as well as international Olympic-style athletes. So the move is an equalizer for WME against CAA."

Raih said Emanuel has created his own luck by staying one step ahead of the industry's demands.

"Emanuel was one of the first to recognize that the new money flowing into Hollywood was from corporate America, so he opened doors and made it easy for brands to work directly with entertainment assets," Raih said.

William Morris Endeavor's stake in the advertising network Droga5 is another example of his foresight, Raih said.

"The ad agency is one of the hottest in the country, and should provide WME with a pipeline to blue-chip clients, and the 'innovative thinking' clients are desperately seeking," he said.

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