Ever wonder how a company like Target gets their designers, from marquee names like Starck to and up-and-comers like Sami Hayek? Businessweek's got the answer with their write-up on Culture & Commerce, an NYC-based design "talent scout" company:
[Materials consultant] Michele Caniato...founded Culture & Commerce with entrepreneur George M. Beylerian in 2000. They applied the concept of Hollywood talent management to product design. "We're a matchmaker and guardian angel," says Caniato, adding that the firm has negotiated $65 million in designer contracts to date.
...Before introducing designers to companies like Target or other clients...Caniato analyzes their mass-market potential and spends up to nine months coaching them on how to work with large corporations. He also negotiates financial and legal details of a deal and acts as a liaison between the two parties, managing scheduling, budgeting, and contracts.
In return, the designers, who retain final say on the look of their products, pay 25% to 30% commissions under 4-to-10-year contracts with the agency. And they get to focus on coming up with unique products. "Before, I wasn't designing a lot," says Hayek. "After, I began designing again."
Read all about it here.
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