Hollywood lets in the ad agencies

SOME of America's biggest stars may soon be signing up to sell soap powder at the same time as they agree contracts for films. The US Screen Actors' Guild (SAG) and the Association of Talent Agents are expected to lift their ban on advertising firms taking stakes in Hollywood talent agencies.

A source in America explained: 'Ad agencies would then know what projects were in the works, and it would give them an inside track to celebrities. That would help the ad agencies' clients.'

Previously, film and TV producers were also barred from taking stakes in talent agencies. Actors feared that if talent agencies set up links with TV shows or advertising agencies, they would be biased when choosing which projects, and even brands, to steer their stars towards.

Having a stable of stars would also bring advertising agencies closer to writers and producers, meaning big clients could influence which films and TV shows were made.

A website set up by actors who oppose the deal, including M.A.S.H. star Elliott Gould, asks: 'If you do a commercial for Coca-Cola and the ad agency for Coke also owns a piece of your talent agency, for whom will your agent be working?'

But three of the five top talent agencies have been talking to investment banks about arranging deals with outside investors. They include the William Morris agency and International Creative Management, which represents Mel Gibson and Julia Roberts.

All the big talent agencies are privately owned, but their skills in supplying the casts for TV shows and winning a rich slice of the profits make them attractive assets for the advertising agencies.

SAG members must vote in a referendum to end the ban on advertising agencies. Actors have long been wary of anything that benefits agents. A similar plan two years ago was blocked in a campaign led by Warren Beatty and Charlton Heston.

In return for actors agreeing to the deal, talent agents will help clamp down on the use of non-union actors overseas and contribute to a fund for needy guild members.