Aotearoa New Zealand’s biggest names are coming together as Gail Cowan Management (GCM) launches a brand-new Digital Division ‘Hive by GCM”

GCM is best known for representing, Luciane Buchanan, Duane Evans Jnr, Dave Fane and Stacey Leilua - to name a few.

“If 41 years in this business has taught me anything, it’s that change is constant, and our greatest strength is in having a mobile business model,” Cowan tells Spy.

Cowan’s daughter and business partner Eve Carvell says Hive will be an advocate for more authentic partnerships between its talent and clients.

“Being predominantly an actor’s agency we are mindful of longevity for creatives within the industry. Which is why we work with our talent on personal brand management and finding partnerships that align with our talent and their goals” comments GCM co-owner Eve.

Locally, GCM has been dominating the space with New Zealand Television Awards best actor and actress of 2023, Dominic Ona-Ariki and Antonia Prebble. The list doesn’t stop there, with this years’ emerging artists Including GCMs; Tioreore Ngatai-Melbourne (The Convert), Davida McKenzie (The Speedway Murders) Roxie Mohebbi (Critical Incident), Albert Latailakepa (The Artful Dodger) and a more recent success, Nell Fisher(Bookworm). 

Heading up the division is PR and digital expert Selwyn Kumar, who says the demand for advertisers and businesses had always been there for GCM talent and the evolution of social media has been so swift that the firm created Hive out of demand.

Hive, by GCM, is specialised to promote and source partnerships for our talent in digital roles. Recognising the everchanging landscape of the entertainment industry, GCM is committed to its talent with its unique style of management. 

“There are so many elements to the mix, not only follower numbers, but each talent also comes with their unique quality,” says Kumar. “Actors have a particular type of audience that they connect to, and their audience connect with them.”

Kumar explains a campaign that perfectly aligns with one talent, might not necessarily resonate with another. “Follower numbers do help with the click baits but ‘talent endorsement’ is just as valuable. Both combined – we have a winner,” he says.

Hive will also help guide GCM’s emerging talent in the digital space, by working on their branding and PR, which won’t be just commercial campaign focussed but the talent’s personal passions too.

In today’s marketing landscape it’s important for brands to think outside the box when it comes to partnerships. Brands and fans are finding it more and more difficult to find authentic and loyal brand alignments.

Collectively GCM can help you reach millions of eyes across the local and international stage in the creative space while honouring brands and their key objectives.

For more information: selwyn@gcm.co.nz