Foundry Literary + Media Co-Founder Yfat Reiss Gendell Exits To Form YRG Partners

Foundry Literary + Media co-founder Yfat Reiss Gendell has left the New York book agency to form YRG Partners. She leaves with agents Tanusri Prasanna, Peter Steinberg and Adriann Ranta Zurhellen to launch an agency that will focus on representing publishing rights for writers and consumer brands.

Gendell said the agency will partner with a series of existing and new private equity firm relationships, each active in intellectual property and consumer brand development, to match-make between clients and the investment community, and to create unconventional opportunities that work alongside or independent of existing publishing models. Gendell has represented clients’ publishing rights, typically along with managers, and often as the agency of record for writers who are also represented at other agencies for screenwriting. Gendell will bring that formula to the new agency.

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