Top praisery PMK-BNC has recruited marketing maven Bill Sanders to head a unit devoted to enhancing the “personal brands” of agency clients.

The move underscores the lucrative dealmaking opportunities available to personalities in an era when stars can easily have direct communication with fans via social media and ecommerce. The new unit will focus on developing marketing, endorsement, public speaking and business partnership prospects for talent clients.

Sanders joins PMK-BNC from BDA Sports Management, where he was chief marketing officer. He will bring a number of clients to the new venture, and will continue to work with BDA on business for basketball star Yao Ming.

“The addition of a Personal Brand Management area is a natural progression of our core talent representation business,” said PMK-BNC co-chairman/CEO Michael Nyman. “Our talent clients are constantly looking to their representation teams for opportunities to expand their businesses and our role has evolved to include the holistic management of an individual’s personal brand.”

Earlier in his career, Sanders worked in film sales for Trimark Pictures and Lionsgate.