Deal maker

“As a manager there are two options,” he said. “To steady the ship and steer it through the rough waters ahead, or put the foot down harder and come up with bigger and better things. I’m going for the latter approach.”
His hell-for-leather approach entailed licensing the Spice Girls image all over the planet. Soon they were endorsing over 35 products and had eight sponsorship deals - totalling over £5.5 million, with companies including Asda, Sony PlayStation, Walkers Crisps and Pepsi who each signed them for £1 million.
Lucian Grainge, chairman and chief executive of Universal Music U.K., told the Financial Times: "[Fuller] has redefined the role of a manager for the 21st century. He treats pop acts as brands, to be exploited over different media, rather than performers who make money only by selling records and playing concerts. He's a genius - he makes everyone else look like complete amateurs."