https://www.nytimes.com/2008/07/27/business/media/27agent.html
Agents Replaying a Hollywood Drama
July 27, 2008
ONCE upon a time in Hollywood, a band of rebels left a lumbering old talent agency to start a hot little company of their own and in a dozen years or so managed to reach the top of the heap.
Twice upon a time, actually.
Just as Michael S. Ovitz and his peers walked away from the William Morris Agency to found Creative Artists Agency more than 30 years ago, Ariel Z. Emanuel and three associates left International Creative Management in 1995 to found Endeavor.
Creative Artists, under Mr. Ovitz and the people who succeeded him after he left in the mid-’90s, has long been the talent industry’s leader, staking its claim as a voracious (and, some detractors said during the Ovitz years, sometimes thuggish) conglomerate that changed the way talent is bought and sold here.
Along the way, Endeavor became Creative Artists’ doppelgänger. With only a third as many agents and a much smaller client list, the junior agency is known for the sort of quick thinking, ferocity and barely bridled ambition that carried Creative Artists to the top.
But Endeavor now has to show that it has staying power, and how it accomplishes that task offers a window onto the shifting landscape of talent brokering in Hollywood.
While Creative Artists is aggressively expanding into areas like sports and corporate consulting, Endeavor says it has smoothed its rougher, frat house edges and is trying to take advantage of ownership deals, in which Endeavor clients take a stake in their work rather than just being paid a handsome fee.
Mr. Ovitz says that Mr. Emanuel “and his crew have done the same thing we did, and people don’t really give that enough weight. In some strange, blasé way, it’s taken for granted.”
For his part, Mr. Emanuel says he takes nothing for granted. “I feel like we’re just getting started,” he says in an interview in the hilltop home of one of his partners, Patrick Whitesell.
Acknowledging speculation that Endeavor is being groomed for a sale or merger, the partners said they had routinely discussed that possibility in the past without finding a combination that overcame the ego and turf issues endemic to the talent trade. They assert that no sale or merger is in the works.
Meanwhile, however, the entertainment business itself is transforming, as digital media supplant conventional television networks and movie theaters. Mr. Emanuel insists that Hollywood’s future looks robust, despite a pullback among outside film investors and the determination of television executives to trim budgets.
MR. Emanuel, a close-cropped, sharp-tongued model for the fictional Ari Gold of the HBO series “Entourage,” says it’s all simply a matter of supply and demand.
“You have the same number of content creators,” he says. “But distribution has grown.”