Aviva Skall buys MMG and ITA, adds creator strategy division

MMG Model, Talent & Celebrity Management has changed ownership as President Aviva Skall acquires the company and its California affiliate, International Talent Agency. The deal sets up a broader push into creator management, brand strategy and other expansion areas ahead of MMG’s 25th anniversary next June.

Why it matters: - The ownership change gives MMG a new growth platform as the agency approaches its 25th anniversary next June. - The company is expanding beyond traditional model and talent representation into creator management, brand strategy and related services. - The move also extends Skall’s control over MMG’s California affiliate, which could widen client opportunities in key entertainment markets.

What happened: - Aviva Skall, MMG president and now owner, acquired MMG Model, Talent & Celebrity Management and International Talent Agency (ITA). - Skall completed the transition after nearly two decades at MMG. - MMG was founded in 2002 by Jeff Cohen. - The company is headquartered in New York and maintains licensed operations across the South and Southeast. - ITA is MMG’s California-licensed talent agency.

The details: - MMG represents models, actors, creators, influencers, athletes, celebrities and public figures. - The company has relationships with brands, production companies, casting professionals, advertising agencies and entertainment partners. - Skall plans to further develop ITA and expand client opportunities in California and other entertainment markets. - Skall’s recent honors include Talent Manager of the Year from the International Presentation of Performers in 2024. - Skall was also named among the 2024 100 Women to KNOW in America by JPMorgan Chase and the 2026 50 Women to Know in New York. - MMG is deepening its celebrity representation and brand partnership work. - The company is expanding into creator management, social media management, licensing and business ventures, live appearances and experiential marketing, public relations and strategic communications, digital media and emerging entertainment opportunities, and commercial and voiceover bookings. - MMG is working to improve operational and technological efficiency to support the expansion. - The company plans to launch Lioness Collective, a strategic advisory and brand consulting division. - Lioness Collective is intended to add services in branding, communications, business development and long-term growth strategy for talent, brands and entrepreneurs. - MMG describes itself as a woman-owned-and-operated business. - The company’s executive team includes Talia Perregaux, Summer Hoffman, Jordan Molloy, Alana Samuals and Jolie Bergeron. - MMG says the leadership team has more than 100 years of combined industry experience. - MMG also lists Morgan Peterson, Kristin McManus, Alexandra Miele, Lindsey Schroeder, Gina Monforte, Ilia Arcery and Grace Byrd among its broader staff.

Between the lines: - Skall is positioning MMG as a broader services company, not just a talent management shop. - The new division suggests MMG wants to monetize strategy, consulting and brand development alongside representation. - The timing points to an effort to grow the business before the company’s 25th anniversary and amid a more crowded creator economy. - Skall framed the transition as continuity with a modernized operating model, not a break from the company’s legacy.

What's next: - MMG plans to introduce Lioness Collective as part of its next phase. - The company is also rolling out a brand refresh and merchandise ahead of this season’s fashion week. - MMG says it will keep focusing on new opportunities for clients, brands and partners as it enters its next chapter. - More information is available at MMG’s shop page.