sale_lori.jpgLori Sale, who decided to leave ICM as head of global branded entertainment, was the subject of a hot pursuit by both United Talent and Paradigm. In the end, she decided to go with Paradigm, because of the strong music division, and becomes head of Paradigm Artist Marketing. It’s a new division for the agency focusing on business development, endorsements and tie-ins, sponsorships, licensing & merchandising, branded entertainment and brand integration for the projects overseen by the agency’s film and television directors and producers as well as the theatrical films represented by the Paradigm Motion Picture Finance Division. The department will also sign and represent individual clients and retain entertainment companies specifically for all their branded entertainment needs. paradigm.JPGSale, who started work today, will staff her department immediately with internal and external candidates. Prior to joining ICM, Sale spent 7 years working for Harvey and Bob Weinstein at Miramax and The Weinstein Co, serving as a liaison between corporate America and the mini-studio. “From the beginning of Paradigm’s growth spurt, we have focused on maximizing our existing business models and creating new ones, rather than trying to protect old ones, and this new division certainly fits into that philosophy,” Sam Gores, Paradigm’s owner, said in a press statement. Sale was quoted as saying: “It’s well known in agency circles that Paradigm has the best and most collaborative working environment of any agency in the business. That combined with a roster of both established stars and super hot young stars in motion pictures and television, as well as a music roster that is one of the finest in the business, made Paradigm the obvious choice for me to launch this division.”