Two controversies that erupted this week – the eleventh-hour exit of four top ICM agents to form Endeavor, and the Catholic outcry against the Miramax film “Priest” – tell a lot about how to wage good publicity campaigns.

Because the Catholics took the bait, the public will remember “Priest” for a month of Sundays. And ICM’s highly publicized indignation that hotshots David Greenblatt, Tom Strickler, Ariel Emanuel and Rick Rosen exited with their files late Wednesday night to start a new agency got the quartet DreamWorks-sized publicity, evoked comparisons to the formation of CAA, and immediately put their new endeavor on the map. Now, other agencies are making plans to cozy up to Endeavor so their talent can access the material Endeavor clients like Shane Black will create.

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