Petar Mandich is the Chief Talent Officer at ADDITION, an innovative talent management company that taps the power of digital and social media stars to provide marketing solutions and original multi-platform programming.
A pioneer in the space, Mandich is a leading digital content strategist, producer and talent manager working with many of the top content creators and channels on YouTube including: Justine Ezarik (iJustine), Joey Graceffa, Dulce Candy, Evelina, Nadeshot, Threadbanger, amongst others. He and his team offer “best in class” direction & strategy to brands, producers, publishers, and talent for creating & designing content & assets targeted at specialized, young adult audiences that can be monetized on digital, mobile, broadband TV, VOD and other video & social platforms.
His leadership has focused the firm on talent management, digital and endorsements. He has a keen business sense for monetizing talent’s current business content through licensing, merchandise and original content and building short and long term strategies to achieve goals.
Mandich has been instrumental in forging strong, successful partnerships with brands such as Ford, Toyota, Electronic Arts (EA), Activision, Kraft, Microsoft, L’Oreal, Cover Girl, Keds, Olay, Nordstrom, AOL, Verizon, INTEL, Frito Lay, eBay, Johnson & Johnson, P&G and Unilever, to name a few. His clients have also been featured in national television and print commercials with brands such as Target, Nordstrom, Crest, and Samsung.
In addition to brokering successful brand relationships for his clients, growing their networks, shepherding their participation in industry events like VidCon and launching ancillary products including licensing deals and books – Mandich successfully expanded the cultural conversation and profile for client Dulce Candy, one of the leading beauty and fashion in the lifestyle space. Most notably, she was tapped to host a Town Hall event interviewing Democratic Presidential nominee Hillary Clinton and spoke at the Democratic National Convention, bridging the gap between the general market, millennial, and Latino voting population.
Mandich also served as an Executive Producer on “Escape the Night,” the YouTube Red unscripted murder mystery starring creator Joey Graceffa, who has more than 6.98M followers on YouTube. The series, recently renewed for a second season, recorded more than 9.5MM views and 1.1B social impressions for its first episode and was nominated for 2 Streamy Awards. He shepherded the launch of Graceffa’s memoir “In Real Life: My Journey to a Pixelated World,” which became a #1 New York Times best seller and his recent novel “Children of Eden.”
With Mandich’s guidance, his longtime client, Justine Ezarik (iJustine), has crossed over into traditional media including appearances on major networks such as NBC, The CW, CBS, MTV, and E!. Mandich began working with Justine early in her career and has helped her forge a massive, dedicated audience of over 4.3MM subscribers on YouTube and more than 1.88MM Twitter followers, as well as winning a Streamy and becoming a New York Times best-selling author in 2015.
Mandich was recognized as “YouTube’s Gatekeeper” in a LA Weekly cover story and named one the industry’s most formidable dealmakers in the YouTube space by Entrepreneur Magazine in 2015. ReelSEO recognized him as one of the 25 Top YouTube Power Players of 2013.
As one of the initial members of the Collective Digital Studio (now Studio71), Mandich helped oversee the acquisition and growth of top digital influencers developing their brands and presence both inside and outside of the YouTube platform and worked with the critically acclaimed rock band Avenged Sevenfold and the world renowned, Alanis Morissette.
Mandich grew up in Chicago and graduated from The University of Southern California (USC) as a Presidential Scholar with a B.S. in Music Industry.