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Michael Heller on Muck Rack

Michael Heller

  • Marketing Manager, Palo Alto Networks
San Francisco
As seen in: LinkedIn, Medium, USA Today, Washington Post Opinions, Harm Reduction Journal, New York Post, Digital Trends, Harvard Business Review, Inc., Substack and
Was a #cybersecurity journo, now marketing manager at @PaloAltoNtwks Come for the nursery rhyme hot takes; stay for the tech. Tweets are not views of employer

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Articles

I've Sold Celebrity Endorsements for Twenty Years. AI Is Rewriting the Business Underneath Me.

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By Michael Heller
| Everything PR News
The AI engines don't recommend the face-of-the-moment. They recommend the owner. Every talent agency in the country is about to feel it. I have been in the celebrity endorsement business since 2007. My firm, Talent Resources, has structured deals across almost every consumer category — beauty, spirits, tech, fashion, sports, wellness.
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The Casting Call Now Starts With a Machine. Here's What Talent Should Do About It.

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By Michael Heller
| Everything PR News
For most of my career, a campaign began the same way. A brand had a brief. They called an agency. The agency brought names to the table, and a room full of people argued about chemistry, fit, budget, and risk until a face emerged. That room still exists. But it is no longer the first step. The first step now is a prompt. A brand marketer opens ChatGPT or Gemini and types some version of "who should be the face of our campaign" — and gets a ranked list back in seconds.
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Securing the Right Talent Is a Deal — Not a Booking

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By Michael Heller
| Everything PR News
Every brand that sets out to attach a famous name to a campaign starts in the same place: a budget and a wish list. The budget is real. The wish list is mostly fantasy. After eighteen years of negotiating celebrity, athlete, and creator partnerships, I can tell you the wish list is almost never the problem. The problem is that most brands treat securing talent as a booking — a transaction you complete by writing a check — when it is a deal, with everything that word carries.
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