Sugar23 Reorganizes Amid Evolution Into Next-Generation Branded Entertainment Studio, Six Managers To Depart

EXCLUSIVE: Sugar23, the management and production company founded by Michael Sugar, on Thursday announced a comprehensive company reorg intended to accelerate its evolution into a next-generation entertainment studio that bridges Hollywood creativity with brand-driven storytelling at scale.

Sugar23 vets elevated under the reorganization include Matt Rotondo, Shawna Wexler, Ashley Zalta, Margaux Swerdloff, and Mike Mayer.

A driving force behind Sugar23’s strategic transformation, Rotondo has been upped from Head of Brands to President of the company.

Most recently serving as Head of Talent, Wexler transitions to Chief Strategy Officer, a role that will have her working closely with leadership across the company to ensure alignment of teams, external partners, and creative efforts for maximum clarity and cohesion.

Zalta and Swerdloff have been named Co-Heads of Sugar23 Studio and Production and will now oversee all scripted content for television and film, shaping the creative strategy of the studio.

Formerly Head of Podcasts, Mayer is now Head of Creative Affairs, which will have him building internal creative and systems capabilities that support Sugar23’s brand entertainment strategy.

Going forward, Sugar will continue to serve as Chairman and Chief Executive Officer at Sugar23. Evan Sils will continue to serve as Chief Operating Officer, leading day-to-day operations and guiding the company as it scales its brand entertainment strategy. David Hillman will continue on as Head of Alternative and Unscripted.

Sugar23’s restructuring will be completed by mid-January, Sugar has told his team, by which time six managers are expected to depart, along with some support staffers. Sugar23 is restructuring its talent management division as part of the reorg, to maximize alignment between its brand studio and client representation missions. The division will be anchored by partner-level managers Josh Kesselman, Amy Zvi, and David Katsman, each of whom will continue representing high-level clients while contributing directly to brand strategy and creative development. Sugar will continue to rep longtime clients including Steven Soderbergh, Cary Fukunaga, Josh Singer, Leslye Headland, Michael Begler, and Greg Poirier as his studio expands.

Although Sugar23’s brand studio has been a major point of focus in recent years, the company’s traditional creative and financial models will remain a foundational part of its business. They will continue to work on and produce a full traditional film and television slate, after achieving success with such lauded projects as Spotlight, The Knick, The OA, Maniac, and 13 Reasons Why.

At the same time, Sugar23 will be putting its full weight behind its brand entertainment model, intended to disrupt the entertainment industry for the better at a time of major negative disruption, by forging a new relationship between brands and Hollywood. The idea with the studio is to take brands that would normally advertise around entertainment and bring them into the process of developing, producing and financing content that aligns with their company identity. Sugar is accomplishing this, in part, by leveraging three decades of industry relationships to source the strongest ideas from producers, writers, directors, and actors that create genuine value for brand partners. At the same time, he’s approaching the process with an intimate understanding of what brands are trying to solve for.

“Our goal has never been to produce every opportunity that emerges from our brand relationships,” Sugar explained. “Instead, we are doing the heavy lift up front, gaining true brand fluency on one side, and leveraging our relationships to source ideas that actually create value for our brand partners.”

On the subject of the reorg, Sugar told us, “Our industry is in the middle of extraordinary change, and that change creates extraordinary opportunity. We have built a model that gives brands a true creative seat at the table while empowering the entire entertainment ecosystem. This reorganization sharpens our focus, strengthens our capabilities, and positions Sugar23 to lead the next era of brand driven storytelling. I have never been more confident in our direction or more inspired by the work ahead.”

Already, Sugar23 has a lot of irons in the fire when it comes to its efforts in the brand space. In 2024, they launched a partnership with Fifth Season, providing over $100 million in financing capacity to co-invest alongside brands in premium content, with multiple scripted television collaborations underway. They’ve also struck a partnership with Ad Council to create Ad Council Entertainment, the goal being to create opportunities to tell stories that can change the world for the better.

Sugar23 is currently working with more than 20 brands, in total — Chick-fil-A and Starbucks are among those already reported — across diverse categories. The company is also actively collaborating with more than 20 production companies on its development and production slate, as well as with creative agencies, talent agencies, and media companies to ensure IP, brand, and distribution work together seamlessly.  

As an early showcase for Sugar’s brand entertainment model, Sugar23 debuted a forum called The Way Upfronts, where A-list producers and talent directly shared projects with 100+ top brands, resulting in new TV & film partnerships. While most of them remain under NDA, projects will begin coming to market soon.

Sugar23’s board continues to include Eldridge Industries, SWaN & Legend Venture Partners, Jen Prince of the Los Angeles Rams, Jason Nazar, and newest member Greg Smith, Chairman of American Airlines.

Sugar promised, “2026 will be transformative, as the fruits of all of our labors will be shared with the world. This will be the force multiplier for the work we’ve done and the work we will do.”

The veteran manager and producer concluded, “While there is much hard work ahead, I believe that the steps we are announcing today will put our company in the best position to maximize opportunities for our clients and partners, and will ensure the long-term success of our business.”