Friday, September 24, 2010

Guest Speaker: Michael Jacobson – Octagon

Michael Jacobson, Director of Talent Relations for Octagon First Call, made a trip down from Los Angeles to speak to SMBA ’11 today. Need Jerome Bettis to endorse your product? How about Cindy Crawford to pitch your company? Jacobson advises companies and acquires talent to ensure a successful partnership. He determines the value of a celebrity in order to negotiate partnerships and activate programs.

The average day for Jacobson consists of meeting with managers, publicists, agents, and lawyers. His goal is celebrity acquisition and sponsor activation. Surprisingly, 80% of what Octagon does is not sports-related, even though they started out in the sports business.

Jacobson took us through the process he uses and then discussed Octagon’s mission statement, case studies (Sears, Oscar Meyer, and Mitsubishi), moral clauses, Q-scores, how to value talent, and his career path. SMBA ’11 thanks Jacobson for coming in and talking with the class.

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