What do Elvis Presley, Albert Einstein, and Maya Angelou all have in common? Their faces still show up in ads, merchandise, and sometimes even digital recreations — long after they’ve passed away. That’s no accident. It’s the result of a business model you’ve probably never thought about: legacy representation.
At the heart of this industry is CMG Worldwide, a company that’s been quietly shaping how fame lives on. For over four decades, it has worked to protect, promote, and license the identities of some of history’s most famous people.
What Does CMG Worldwide Actually Do?
CMG Worldwide is a full-service intellectual property (IP) management agency. They don’t just work with brands — they work with legacies. Their clients are the estates of iconic figures: musicians, athletes, activists, actors, even entire movements and cities. Their job? To make sure those names, faces, and voices are handled with care — and used with permission.
The company was founded in 1981 by attorney Mark Roesler. Back then, the idea of representing a deceased celebrity was new, and the laws around it were murky. Roesler helped pioneer what’s now known as the Right of Publicity — the legal right to control the commercial use of one’s identity.
“Mark didn’t just enter the industry,” Joey Roesler noted. “He helped define it.”
How CMG Made Posthumous Fame a Business Model
CMG’s breakthrough came when they began representing Elvis Presley’s estate. That deal changed everything. Soon after, they added names like Marilyn Monroe, James Dean, and Albert Einstein.
Their approach wasn’t about cashing in quickly. Instead, they focused on long-term stewardship. That meant building licensing programs, forming strategic brand partnerships, and ensuring that each name’s legacy was handled respectfully.
“When we sign on a client, we see it as a responsibility,” Roesler explained. “It’s not just about making deals. It’s about honoring identity.”
They now manage more than 250 personalities, including Neil Armstrong, Judy Garland, and John Wayne. And they’ve done it in collaboration with some of the biggest companies in the world — Apple, Google, Dior, McDonald’s, Rolex, and Salesforce, to name a few.
Fame Meets Technology: The Digital Future of Legacy Management
As the digital world evolves, so does CMG’s work. In 2019, they launched Worldwide XR, a tech company that specializes in digital rights, AI likeness, and immersive content. Think virtual exhibits, CGI recreations, and branded digital experiences — all built with full legal clearance and estate cooperation.
They’ve helped bring Dr. Maya Angelou’s voice into an AI-powered immersive installation. They’ve advised on digital recreations in advertising. And they’ve made sure that when a celebrity is “resurrected” on screen, it’s done legally, ethically, and with the right controls.
“Tech is exciting, but it’s also risky,” Joey Roesler said. “We focus on making sure technology respects the human being behind the legacy.”
Who They Work With — and How
CMG’s client list reads like a cultural history textbook. But they don’t just manage dead celebrities. They’ve expanded to represent living influencers through CMG Talent, and prominent public speakers through CMG Speaks.
They also handle brand licensing for iconic trademarks like “I ❤️ NY” and the City of Beverly Hills. Their business spans product launches, film clearances, legal disputes, and global merchandising deals. If a company wants to use James Dean in a perfume ad, or Einstein in an AI branding campaign, CMG makes it happen — the right way.
And they don’t just say “yes.” Their team, made up of legal experts, marketers, designers, and IP consultants, evaluates every opportunity. Some deals get turned down if they don’t align with the legacy of the person being represented.
“We say no more than people think,” said Roesler. “Not every offer is the right fit. Our job is to protect.”
Why It Matters in 2025
In an era of deepfakes, AI-generated voices, and digital avatars, controlling one’s identity — even after death — is more important than ever. Without legal structure and experienced oversight, legacies can be misused or exploited. That’s where companies like CMG Worldwide come in.
They’ve turned the business of legacy into something durable, defensible, and future-proof. It’s not just about fame. It’s about respect, relevance, and long-term value.
As more public figures look to safeguard their name and image — both now and after they’re gone — the playbook CMG helped write is becoming essential reading.
“It’s not just about yesterday’s icons,” CMG rep Joey Roesler said. “It’s about protecting tomorrow’s too.
