Creative Artists Agency has formed a new business unit, the New Media and Entertainment Advisory Group. It is headed up by Glen Meredith, a three-year veteran of the firm’s business affairs department.

Prior to joining the tenpercentery, Meredith was in business affairs at TriStar. CAA president Richard Lovett said Meredith will continue working with his existing client roster.

The newly formed business unit comprises three areas: new media, corporate consulting and marketing.

Both International Creative Management and the William Morris Agency have taken similar steps, organizing various client services and developing areas — such as new media — into one business unit. For the agencies, these areas still represent uncharted territory, especially when compared to their core businesses.

According to Lovett, the marketing group is a function unique to CAA. Marcia Spano, who has handled business planning and financial analysis at CAA for eight years, heads up the marketing group. She reports to Meredith.

‘Collaborative service’

Lovett said Spano will work with agency “clients and studios to provide a collaborative service to support the best marketing campaign for a client’s projects.”

Lovett emphasized that CAA’s marketing efforts are designed to complement studio campaigns. “Marcia has sys-tematically met with the studios, who understand that this is something meant to work hand in hand with them.”

Media Lab upgrade due

The new media group continues to be overseen by Hassan Miah, who now reports to Meredith. Last Decem-ber, in partnership with Intel, CAA launched Media Lab, a center within the agency where clients and others can learn about digital technologies. Lovett said new capabilities will be added to Media Lab in the coming months.

The third territory in Meredith’s bailiwick is corporate consulting, headed up by Jim Griffiths. CAA currently does consulting work for clients such as the Smithsonian and Children’s Television Workshop, and plans to extend those services to others. According to Lovett, in an area where one client’s expertise can benefit another client, the agency will facilitate cross-pollination. For example, a historical film could make various tie-ins with the Smith-sonian.

With Meredith going to the New Media and Entertainment Advisory Group, Sheldon Sroloff is serving as head of CAA’s motion picture business affairs department. He continues reporting to Ray Kurtzman.

(Ted Johnson contributed to this report.)

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