2026 Virtual Coaches
Scott Pugnetti
Founder & Directors Manager
equals mgmt
London
Scott Pugnetti is the founder of equals mgmt, an international directors’ management company.
He has been working on advertising shoots across 40 countries and all continents for the last 13 years. Scott represents commercial directors at different stages of their careers and works daily at the intersection of agencies, production companies and talent, empowering creative talent, negotiating deals, shaping positioning, and helping directors navigate an industry that is often deliberately opaque.
Before moving into representation, Scott spent years on the production sides of the industry. That background gives him a full-picture understanding of how commercial projects come together; creatively, politically and financially, and why certain directors progress while others struggle to gain traction.
His work is grounded in proximity to the process: getting in the weeds with directors, reviewing treatments, handling contracts, and advocating for directors when it matters most. Rather than offering theoretical advice, Scott focuses on practical decision-making, helping directors clarify their positioning, communicate more effectively, and build sustainable, long-term careers.
Alongside running Equals, Scott works with directors in a coaching capacity, particularly during periods of growth, frustration or transition. His approach prioritizes clarity over motivation, and structure over noise, supporting directors in taking more control of their careers within a system that rarely explains its own rules.
Before moving into representation, Scott spent years on the production sides of the industry. That background gives him a full-picture understanding of how commercial projects come together; creatively, politically and financially, and why certain directors progress while others struggle to gain traction.
His work is grounded in proximity to the process: getting in the weeds with directors, reviewing treatments, handling contracts, and advocating for directors when it matters most. Rather than offering theoretical advice, Scott focuses on practical decision-making, helping directors clarify their positioning, communicate more effectively, and build sustainable, long-term careers.
Alongside running Equals, Scott works with directors in a coaching capacity, particularly during periods of growth, frustration or transition. His approach prioritizes clarity over motivation, and structure over noise, supporting directors in taking more control of their careers within a system that rarely explains its own rules.
About Equals MGMT
Equals mgmt is an international directors’ management company representing commercial directors across advertising, branded content and film. Built on a collaborative, non-hierarchical model, Equals focuses on long-term career development rather than short-term wins.
The company works closely with agencies and production partners globally, advocating for fairer processes, clearer communication, and better outcomes for directors. Equals mgmt positions itself as a strategic partner rather than a gatekeeper, helping directors grow with intention, confidence and autonomy in a rapidly evolving industry.
Equals mgmt is an international directors’ management company representing commercial directors across advertising, branded content and film. Built on a collaborative, non-hierarchical model, Equals focuses on long-term career development rather than short-term wins.
The company works closely with agencies and production partners globally, advocating for fairer processes, clearer communication, and better outcomes for directors. Equals mgmt positions itself as a strategic partner rather than a gatekeeper, helping directors grow with intention, confidence and autonomy in a rapidly evolving industry.