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EXCLUSIVE: The Golden Globes are back in business with Sunshine Sachs Morgan & Lylis. The PR agency has come on board for the upcoming 81st Golden Globe Awards, which will take place on January 7, 2024, working with Dick Clark Productions and its partners on communications efforts.
After representing the Globes for more than a decade, Sunshine Sachs stepped down from the account in March 2022, amid the fallout from the bombshell 2021 LA Times report about the organization’s lack of diversity and questionable ethical and financial practices.
At the time, the top communications firm left the door open, saying in their letter to the Hollywood Foreign Press Association that they “continue to believe in the ability of the HFPA to positively transform” and that “we will always cheer for reform and commitment to diversity and look forward to seeing your continued growth as an organization.”
Since then, Dick Clark Productions and Eldridge acquired all the Golden Globes’ assets, rights and properties from the HFPA, turning the Hollywood awards show into a commercial enterprise. The Globes also have enforced a new code of conduct, resulting in the expulsion of three voters, and recently announced a 300-member voting body for the 81st annual awards, 60% of whom are racially or ethnically diverse.
Shawn Sachs, CEO of Sunshine Sachs Morgan & Lylis, referenced the events from the past year and a half in a statement about the company’s return. (Following Sunshine Sachs’ departure and prior to the Golden Globes acquisition, HFPA had an internal PR rep.)
“The Golden Globes has worked hard under its new ownership to make significant strides related to their code of conduct, diversity and representation – among many other things,” he said, “We have been encouraged by their continued improvement and ongoing commitment to change.”
In a joint statement, Helen Hoehne, President, Golden Globes, and Tim Gray, EVP, Golden Globes, also highlighted the increased representation among voters for the 2024 awards, produced by Dick Clark Productions and executive produced by Glenn Weiss, who will direct, and Ricky Kirshner.
“We are excited about the renewed partnership among the Golden Globes, Dick Clark Productions and Sunshine Sachs Morgan & Lylis, and combining our expertise to bring the industry an amazing start to the awards season, celebrating what is shaping up to be a memorable slate of creative talent,” Hoehne and Gray said. “The most diverse voting body among the major awards is ready to bring the fun, excitement and joyfulness of the Globes to January 7 under the skilled showmanship of Glenn Weiss and Ricky Kirshner.”
Eldridge and Deadline parent PMC own DCP in a joint venture. A network or platform for the 2024 Golden Globes has not been announced yet.
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