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20 June 2022

Life is sweet for Michael Sugarman and Johnny Foreigner.

by Andrew MacGregor


American director Michael Sugarman has admired UK advertising for years, so he's chuffed to join Johnny Foreigner for representation on these shores. Though he cut his teeth filming sketches for The Onion, Sugarman's main goal has been to work with UK talent on a regular basis.

"I've worked a lot over the years with British agencies and production crews," Sugarman says, "and they're some of my most favourite people to collaborate with. I always appreciate their work ethic, which I'd sum up as, "Do a great job without making a fuss, and be nice". Which is very much my philosophy!"

Sugarman also cites managing director Olivia Hirschberg as a key reason for joining: "She has always impressed me with her wisdom and openness, and I'm really looking forward to working together in her home territory."

And what does Hirschberg think of her new recruit? "I've followed Michael's career with great interest. He is an exceptional comedy director, particularly when it comes to parody and working in very subtle ways with actors. Recently he's been pursuing more work that shows off his visionary design sensibility, making for a powerful reel."

To learn more about Michael Sugarman, email Karen James via karen@johnnyforeigner.tv or ring 07909 900 700.

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