Where the Past Meets the Future
It’s not every day that your work spans from licensing the image of Albert Einstein to negotiating a TikTok influencer’s brand deal with a beauty brand. But that’s exactly what we do at CMG Worldwide—and honestly, it’s what makes my job so exciting.
As both COO of CMG Worldwide and CEO of CMG Talent, I live in two worlds: the classic and the current. On one side, we manage the estates of some of the most iconic names in history— Albert Einstein, Maya Angelou, John Wayne. On the other, we help influencers secure meaningful endorsements and partnerships, shaping the next generation of personal brands. At first glance, those two areas might seem unrelated. But in reality, they’re deeply connected by one powerful thread: intellectual property.
Legacy Doesn’t Happen by Accident
Let me be blunt—icons don’t stay icons on their own. It takes careful, strategic work to preserve and grow a legacy after someone passes. That’s what CMG Worldwide was built to do. Since 1981, we’ve represented the estates of public figures whose impact still resonates today. The goal is simple: protect their image, promote their story, and connect their brand to the right opportunities.
But protecting a legacy isn’t just about saying “no” to bad ideas. It’s about saying “yes” to the right ones. When Einstein shows up in an ad campaign, or a major motion picture licenses James Dean’s likeness, that’s not random. It’s the result of contracts, brand guidelines, legal protections, and creative strategy all working together. Done right, it allows those figures to live on in ways that are authentic and powerful.
Influencers Are Building Their Legacies Now
At the same time, we’re seeing a new kind of talent emerge—creators, influencers, and entrepreneurs who are growing audiences from scratch. These modern personalities might be young, but they’re building brands just as valuable as the legacy names we represent. And they need the same level of care.
That’s why we launched CMG Talent. It’s a full-service management company that helps creators maximize their potential through brand deals, sponsorships, and long-term strategy. In just a few months, we’ve helped our clients generate seven figures in earnings. But more importantly, we’ve helped them build sustainable businesses by thinking about their name and image as assets to protect and grow.
The Overlap: IP Is the Great Connector
Whether you’re managing the estate of a global icon or negotiating a deal for a 25-year-old content creator, the core concept is the same: it’s all about intellectual property. Who owns it? How can it be used? What is it worth?
Take trademarks. We’ve helped influencers trademark their online handles and slogans—just like we’ve trademarked famous catchphrases or names from our legacy clients. Why? Because when your brand starts gaining attention, you need to make sure no one else can profit off it. That’s true whether you’ve been gone for 50 years or just went viral last week.
The Right of Publicity is another big one. It gives individuals control over how their name, image, and likeness are used commercially. For our legacy clients, that right often extends long after their passing, depending on the jurisdiction. For influencers, it means they can—and should—control how their face or voice is used in media, ads, and AI-generated content.
The Brand Equation: Values, Vision, and Vibes
One thing we’ve learned from managing both sides of the spectrum is that brand alignment matters. Whether it’s Einstein or a Gen Z influencer, a brand partnership only works if it fits the personality and values of the person behind it.
That’s why we turn down as many deals as we accept. If something doesn’t align with a client’s image—past or present—it can do more harm than good. A brand is a long-term asset, and we treat it that way. We’re not in the business of short-term gains. We’re in the business of building legacies, whether they’re already written or still being written in real-time.
Lessons for Creators (and Everyone Else)
If there’s one thing I wish every creator knew, it’s this: you don’t have to wait until you’re “big enough” to think about protecting your brand. In fact, the earlier you start, the better off you’ll be. Here are a few simple things creators can do now:\n\n- Trademark your name or handle.\n- Be selective about partnerships.\n- Get contracts in writing.\n- Think long-term, not just what pays today.\n\nAnd most importantly, understand the value of what you’re building. Your personality, your voice, your look—it’s all part of your IP. If you don’t take ownership of it, someone else will.
The New Age of Representation
I often think about how fortunate I am to be part of a company that can bring the past and future together in such a meaningful way. Whether it’s Albert Einstein or a 21-year-old TikTok star, our job is to treat every client’s identity with the same level of respect, protection, and strategic focus.
We’re in an era where anyone can become a brand—and that’s powerful. But power without protection is risky. That’s where we come in. CMG Worldwide has always been about honoring legacies. CMG Talent is about building them.
And as far as I’m concerned, the best brands are the ones that endure.