UPDATED with HFPA statement: More troubles for the group behind the Golden Globes: PR firm Sunshine Sachs has dropped the embattled Hollywood Foreign Press Association as a client.
The firm sent a letter to HFPA this week, and its board was informed today, Deadline hears. “This was a long time coming,” said a source close to the situation. “It was only a matter of when, not if.”
The move comes after more than a year of backlash against the HFPA over its lack of diversity. The Globes org countered by implementing a plan for “transformational change” that eventually included a pledge to have at least 13% Black membership, updating its “code of conduct,” hiring a diversity consultant and teaming with the NAACP on a “reimagine coalition,” among other moves.
As the controversy swirled and some key HFPA allies jumped ship, Sunshine Sachs said in April that it was “considering all options.” About two weeks later, HFPA’s longtime TV partner NBC canceled the 2022 Golden Globes, which went on as a non-televised event in January.
The HFPA issued this statement about its split with the PR company:
The HFPA’s decade-long relationship with Sunshine Sachs has provided invaluable service in representing the Association, its members, and the Golden Globes. The Association is thankful for the collaboration. Earlier this week, both the HFPA and Sunshine Sachs mutually agreed to a transition in its communications outreach. The HFPA plans to internalize its communications operations, and Sunshine Sachs will continue to be available to provide strategic counsel.
A fresh perspective is welcomed by the HFPA as it continues to push its reforms and DEI efforts and make the greater Hollywood community aware of all the significant changes that have been implemented by the Association.
Must Read Stories
Subscribe to Deadline Breaking News Alerts and keep your inbox happy.