Creative Management Associates
Creative Management Associates was an American talent agency that helped shape the modern Hollywood packaging model and represented major film, television, and music figures.
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Overview
Creative Management Associates (CMA) was an American talent agency founded in 1960 by Freddie Fields and David Begelman, both of whom had previously worked at the Music Corporation of America. Established as a boutique agency, CMA represented actors, writers, directors, producers, and musicians and became one of the influential agencies of the New Hollywood period. Its importance extended beyond routine representation: the agency is credited with pioneering the film “package,” in which an agency assembled several key creative elements for a project, such as a leading actor, director, writer, or producer, and presented the combined package to a studio or financier. This approach strengthened the negotiating position of talent representatives and became an important part of the business structure behind major studio-era and post-studio-era films. CMA was involved in the careers and projects of numerous prominent performers, filmmakers, and musicians. Its represented or associated clients included Judy Garland, Henry Fonda, Marilyn Monroe, Robert Redford, Paul Newman, Steve McQueen, Peter Sellers, Dennis Hopper, Peter Fonda, Natalie Wood, Faye Dunaway, James Coburn, Al Pacino, Liza Minnelli, Gregory Peck, Jackie Gleason, Fred Astaire, Woody Allen, and Barbra Streisand. The agency also represented or worked with filmmakers and producers including Irwin Winkler, Steven Spielberg, and George Lucas, as well as musicians such as Burt Bacharach and Neil Young. Through these relationships, CMA was connected to a broad range of commercially and culturally significant American entertainment projects. The agency’s activities covered more than client representation. Richard Shepherd was among its early partners, while Harvey Orkin led a creative services department and represented figures including Peter Burton, Peter Sellers, and Patricia Neal at different times. Orkin also worked in London, where he appeared on the television program Not So Much a Programme, More a Way of Life and co-wrote the Lionel Bart musical Twang!. This indicates the agency’s reach across both agency and creative-production functions, although its principal identity remained that of a talent representation firm. In 1968, CMA absorbed the General Artists Corporation, with the parent company identified as GAC, Inc. The expansion increased CMA’s organizational scale during a period when major agencies were consolidating and competing for high-profile clients. David Begelman left CMA in 1973 to assume leadership of the troubled Columbia Pictures, taking Harvey Orkin with him. Orkin died in 1975. CMA’s independent existence ended during a broader consolidation of the talent-agency industry. On December 30, 1974, Freddie Fields sold the agency to Marvin Josephson’s International Famous Agency. The two organizations merged to form International Creative Management, generally known as ICM, in 1975. CMA therefore survives primarily as a predecessor organization whose personnel, clients, business methods, and industry legacy continued through ICM and the wider Hollywood agency system. Its most distinctive historical contribution was the development and normalization of the movie-package model, while its broader significance came from helping develop the careers of major film stars, directors, producers, and musicians.
History
Creative Management Associates was founded in 1960 by Freddie Fields and David Begelman, former Music Corporation of America employees who created the firm as a boutique talent agency. CMA entered the entertainment business at a time when traditional studio control was weakening and individual stars, directors, writers, and producers were gaining greater influence over film production and compensation. The agency became particularly notable for developing the film-package model. Rather than representing talent only on an individual basis, an agency could combine several clients and creative elements into a proposed project. A package might bring together a bankable actor, a director, a writer, and a producer, allowing the agency to present a more complete commercial and creative proposition to a studio. CMA is widely credited with pioneering this approach, which became an important feature of Hollywood dealmaking and contributed to the agency’s influence beyond ordinary client management. CMA represented a substantial group of high-profile entertainment figures. Its notable clients and professional relationships included actors Judy Garland, Henry Fonda, Marilyn Monroe, Robert Redford, Paul Newman, Steve McQueen, Peter Sellers, Dennis Hopper, Peter Fonda, Natalie Wood, Faye Dunaway, James Coburn, Al Pacino, Liza Minnelli, Gregory Peck, Jackie Gleason, Fred Astaire, Woody Allen, and Barbra Streisand. Its clients or associated creative figures also included producers and directors Irwin Winkler, Steven Spielberg, and George Lucas, along with musicians Burt Bacharach and Neil Young. The agency’s roster connected it to important developments in American film, television, and popular music. Among its early partners was producer Richard Shepherd. Harvey Orkin headed a creative services department and represented clients including Peter Burton, Peter Sellers, and Patricia Neal at different points. Orkin’s work also extended into British entertainment: while representing CMA clients in London, he appeared on the television program Not So Much a Programme, More of a Way of Life and co-wrote the Lionel Bart musical Twang!. These activities illustrate the range of creative and international contacts associated with the agency. In 1968, CMA absorbed the General Artists Corporation. The transaction expanded the organization and was conducted with GAC, Inc. identified as the parent company. CMA’s broader industry role was reinforced by the work of agents who developed there, including Alan Ladd Jr., Sue Mengers, Guy McElwaine, David Geffen, Mike Medavoy, Michael Gruskoff, and Sam Cohn. Medavoy became vice president of CMA’s motion picture department in 1967 and worked with filmmakers including Steven Spielberg and Francis Ford Coppola before leaving for International Famous Agency in 1970. Begelman left CMA in 1973 to take control of Columbia Pictures, taking Orkin with him. Orkin died in 1975. The agency’s independent history concluded soon afterward. On December 30, 1974, Fields sold CMA to Marvin Josephson’s International Famous Agency. The two agencies merged, forming International Creative Management in 1975. CMA thus became a predecessor to ICM rather than an ongoing independent agency. Its historical legacy rests on two related achievements: helping establish package-based film representation as a powerful agency practice and helping develop the careers of a large group of influential actors, filmmakers, producers, and musicians.
- 1975
International Creative Management is formed
[1]CMA and International Famous Agency completed their combination to form International Creative Management.
- 1974
Fields sells CMA to International Famous Agency
[1]On December 30, Freddie Fields sold CMA to Marvin Josephson’s International Famous Agency.
- 1973
Begelman leaves for Columbia Pictures
[1]David Begelman departed CMA to lead Columbia Pictures, accompanied by Harvey Orkin.
- 1970
Mike Medavoy leaves for International Famous Agency
[1]After serving in CMA’s motion picture department, Medavoy moved to International Famous Agency.
- 1968
General Artists Corporation is absorbed
[1]CMA absorbed fellow talent agency General Artists Corporation, with GAC, Inc. identified as the parent company.
- 1967
Mike Medavoy becomes motion-picture vice president
[1]Mike Medavoy became vice president of CMA’s motion picture department and worked with filmmakers including Steven Spielberg and Francis Ford Coppola.
- 1960
Creative Management Associates is founded
[1]Freddie Fields and David Begelman founded CMA as a boutique American talent agency after working at the Music Corporation of America.
Products and positioning
A boutique-to-major American entertainment talent agency positioned around high-value representation, cross-disciplinary client packaging, and the development of film, television, and music careers.
Professional services · 1960
Talent representation
CMA represented actors, directors, writers, producers, and musicians in career and project negotiations. Its roster included many leading American entertainment figures, allowing the agency to influence both individual careers and the assembly of major productions.
Film industry service
Film package development
The agency helped pioneer the movie-package model, combining multiple represented creative elements into a proposed film project. This could involve pairing actors, directors, writers, and producers before presenting the project to a studio or financier.
Professional services
Creative services
CMA maintained a creative services department headed by Harvey Orkin. The department supported representation and connected the agency with broader writing, performance, and production activities.
Brand decisions
1974
Sale to International Famous AgencyM&ABackground
CMA’s owners pursued a combination with another major talent-agency organization.
Action taken
Freddie Fields sold CMA to Marvin Josephson’s International Famous Agency on December 30.
Aftermath
The two organizations merged in 1975 to form International Creative Management, ending CMA’s independent existence.
1968
Absorption of General Artists CorporationM&ABackground
CMA expanded during a period of consolidation among entertainment talent agencies.
Action taken
The agency absorbed General Artists Corporation, with GAC, Inc. identified as the parent company.
Aftermath
The transaction broadened CMA’s organizational footprint before its later merger into International Creative Management.
Recent events
- 1974
CMA is sold and merged into International Creative Management[1]
M&A · Leadership change
Freddie Fields sold CMA to Marvin Josephson’s International Famous Agency on December 30, beginning the combination that became ICM in 1975.
- 1973
David Begelman leaves CMA for Columbia Pictures[1]
Leadership change
Co-founder David Begelman departed the agency to take over the struggling Columbia Pictures, with Harvey Orkin also leaving.
- 1968
CMA expands through General Artists Corporation absorption[1]
M&A
CMA absorbed General Artists Corporation, operating with GAC, Inc. identified as the parent company.
- 1960
Creative Management Associates is founded[1]
Other
Freddie Fields and David Begelman established CMA as a boutique American talent agency.
Sources1 sources
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