Cone launches entertainment division

NEW YORK: Cone is launching an entertainment division to use for current and new business as well as provide service to other agencies.

NEW YORK: Cone is launching an entertainment division to use for current and new business as well as provide service to other agencies. 

“Several years ago, we started to see more and more clients asking us about celebrity entertainment partnerships, said SVP Mark Malinowski, who co-founded Ketchum's entertainment practice in 2000. “Now we're doing more content creation and partnerships with celebrities, tapping into their social media tools, whether they're Facebook or Twitter, to tell their stories more effectively,”

He added that the firm had been outsourcing some of its entertainment business to firms like Ketchum.

The tool will be used predominantly to broker partnerships between celebrities and brand campaigns, many of which have CSR components. The firm, however, does not expect to represent individual celebrities.

The initiative is in line with current new business pitches and wins involving celebrities. For example, the firm is talking to one client about a movie partnership, and it's working on a digital content development project for another.

Malinowski will be the lead on the account and work with Danielle Benson, a consultant in Los Angeles. 

“From a cause stand-point, we have the Cone insight there, but we're also doing straight branding campaigns tied to entertainment,” he said.

Over the past 18 months, the agency has worked with celebrities including: Sheryl Crow, Josh Lucas, Jennie Garth, and Melissa Joan Hart, among others.

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