Sugar23 Restructures as It Evolves Into Next-Gen Entertainment Studio

Strategic Reorganization at Sugar23

Sugar23, the management and production company founded by Michael Sugar, has announced a comprehensive company reorg aimed at accelerating its evolution into a next-generation entertainment studio. This move is intended to bridge Hollywood creativity with brand-driven storytelling at scale.

The reorganization includes several key appointments and promotions within the company. Matt Rotondo, Shawna Wexler, Ashley Zalta, Margaux Swerdloff, and Mike Mayer are among the veterans who have been elevated under the new structure. Rotondo, a driving force behind the strategic transformation, has been promoted from Head of Brands to President of the company.

Shawna Wexler, previously Head of Talent, now serves as Chief Strategy Officer. In this role, she will work closely with leadership across the company to ensure alignment of teams, external partners, and creative efforts for maximum clarity and cohesion.

Ashley Zalta and Margaux Swerdloff have been named Co-Heads of Sugar23 Studio and Production. They will oversee all scripted content for television and film, shaping the creative strategy of the studio. Mike Mayer, formerly Head of Podcasts, is now Head of Creative Affairs, responsible for building internal creative and systems capabilities that support Sugar23’s brand entertainment strategy.

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

Company Restructuring and Future Plans

The restructuring will be completed by mid-January, with six managers and some support staffers expected to depart. The talent management division will also be restructured to maximize alignment between the 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 represent longtime clients including Steven Soderbergh, Cary Fukunaga, Josh Singer, Leslye Headland, Michael Begler, and Greg Poirier as his studio expands. Although the brand studio has been a major 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 projects like Spotlight, The Knick, The OA, Maniac, and 13 Reasons Why.

Embracing Brand Entertainment

At the same time, Sugar23 will be putting its full weight behind its brand entertainment model, which aims to disrupt the entertainment industry for the better. This model involves forging a new relationship between brands and Hollywood, bringing brands into the process of developing, producing, and financing content that aligns with their company identity.

Sugar is leveraging three decades of industry relationships to source the strongest ideas from producers, writers, directors, and actors that create genuine value for brand partners. He approaches 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.”

Industry Transformation and Opportunities

On the subject of the reorg, Sugar emphasized the extraordinary change happening in the industry and the opportunities it creates. He stated, “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.”

Sugar23 has already launched several initiatives in the brand space. In 2024, they partnered 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, aiming to create opportunities to tell stories that can change the world for the better.

Expanding Collaborations and Projects

Sugar23 is currently working with more than 20 brands, including Chick-fil-A and Starbucks, 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.

Board Members and Future Goals

The company's board includes 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.” He 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.”