EricSchwartzman.com

McDonald Selznick

Client 

McDonald/Selznick Associates
 
Objective 

Publicize the launch of a new talent agency for principals Julie McDonald and 
Tony Selznick, former top producers at Kazarian/Spencer, the third largest 
west-coast commercial talent agency.
 
Tactics

Interview McDonald and Selznick, and get client list and credits. 
Draft and approve hard news release and separate media advisory. 
Advance to weekly trades before dailies under news embargo, but. 
Secure compliance with news embargo prior to release. 
Release to journalists, then follow-up with digital photo offer.
 
Results 
 
HEADLINE – “Agents McDonald, Selznick choreograph their own firm”
Variety -- September 21, 2000 
REP SHEET - “Agents Julie McDonald and Tony Selznick, who represent 
choreographers in all areas of entertainment, have exited Kazarian/Spencer 
to start their own agency, Hollywood-based McDonald/Selznick Associates.”
Hollywood Reporter -- September 20, 2000
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