WWE promoter Paul Heyman is set to bring fans into his other ring — the offices of New York City-based advertising and marketing firm Looking4Larry Agency.
Left/Right Productions is tag teaming with the legendary squared-circle personality for an unscripted series, TheWrap has learned exclusively. The show will feature what one person at the company called Heyman’s “ingeniously dysfunctional” approach to advertising and marketing. The series comes about after a Yahoo Sports documentary on Heyman and his band of “Advocates” went viral during “WrestleMania 32” week.
“It’s a day in the life of the Looking4Larry agency and all of the many problems that we are forced to solve,” Heyman described the show for us. “It’s the juggling act.”
The 15-employee Looking4Larry agency stays busy feeding its content deal with Yahoo, which last month was also exclusively reported by TheWrap, creating viral videos for distribution by Disney’s Maker Studios, running the popular Heyman Hustle website, and promoting clients across social media and other platforms.
One of the top promo-men in pro wrestling history, Heyman will partner with Emmy-Award winning director Mitchell K. Stuart to produce the new series. The show will follow the duo and their clients through campaigns in New York, Los Angeles and Las Vegas.
Filming for the pilot episode, featuring Heyman, Stuart and the rest of their merry band of viral marketers, has already started in the Big Apple.
A few British networks and Lionsgate were also interested in the project, a person with knowledge of the deal told TheWrap.
So when we asked Heyman why he chose Left/Right, he said they had the best pitch — plus, “They’re in New York, so I’m always 45 minutes away from kicking in someone’s door!”
Brock Lesnar’s mic-man and best friend Heyman was the owner of Extreme Championship Wrestling until 2001. Prior to that, he served as a WCW (World Championship Wrestling) manager under the ring name Paul E. Dangerously.
Heyman has also managed WWE Champions The Big Show, Kurt Angle, Rob Van Dam, and CM Punk — that’s a record. Heyman also served as the WWE “Smackdown” general manager for the cameras, and was a head writer behind the scenes. He’s also spent time in the announcer’s chair for the company.
“I’m a single parent looking to demonstrate to his children that you can work your ass off and have the time of your life doing it,” Heyman summed his hectic professional life up for us. “I sleep two hours a night, so if I don’t keep busy, I end up getting myself in a lot of trouble.”
He added: “At least now if I get in trouble, it’ll make for good television!”