the agency, called greenlight, was run until recently by martin cribbs.includes the wright brothers, opera star maria callas, and steve mcqueen, who has had a couple of break- out years selling mustangs and watches. what is the brand? what does the image say? >> martin cribbs: i think that the image of steve mcqueen is really the anti-metrosexual. it's being sort of sophisticated and masculine without affectation. >> kroft: it's not clear whether the macho man would be happy modeling clothes for dolce & gabbana, but that decision now rests with his family. do you have a name for your deceased clients? >> cribbs: ( laughs ) "delebs." >> kroft: "delebs?" >> cribbs: "delebs," yes. >> kroft: as in "dead celebrities"? >> cribbs: correct. >> kroft: who's your biggest deleb? >> cribbs: albert einstein. he's our number-one man. >> kroft: bigger than marilyn monroe and james dean? >> cribbs: huge, huge. the biggest in the world. albert einstein was "time" magazine's person of the century. >> kroft: every 12-year-old in the world recognizes his picture and instantl