Digital creative firm Weller Media Agency (WMA) has launched a brand partnerships department out of its London office, to be helmed by former Sony Music exec Crystina Cinti.
Cinti brings over sixteen years experience working in advertising, the brand entertainment space and brand partnerships.
She started her career in account management at Publicis before joining Saatchi & Saatchi, working across film, TV documentaries, events and music releases with brands like Toyota, Sagatiba, Dr Martens, and Shockwaves.
In 2008, Cinti joined Sony Music as Business Director to help launch the pan European creative agency SBX, which was set up to develop marketing partnerships between talent and brands.
She went on to lead Reebok Classics’ music strategy across Europe, collaborating with the likes of Alicia Keys, Mike Posner and Labrinth.
Cinti also helmed the firm’s UK partnerships business and worked closely with Sony, including Sony Headphones, helping to launch multiple artist-led product campaigns, content programs and product development with The Script, Katy B and Hurts.
Following this, Cinti was promoted to Senior Director of Strategic Partnerships, working with Sony Mobile as co-author and co-creator of Xperia Access; a content programme giving Sony Mobile users exclusive access to Sony Music artists, the music industry, and events.
“I’m absolutely delighted to welcome Crystina to the WMA family. She brings a wealth of experience and an impressive track record in both the entertainment and brand space.”
Seb weller, wma
Discussing the appointment, Seb Weller, WMA’s Founder, CEO and former Sony Music UK digital marketing head, commented: “I’m absolutely delighted to welcome Crystina to the WMA family. She brings a wealth of experience and an impressive track record in both the entertainment and brand space.
“I’m thrilled that WMA is now in a position to bring exciting partnership opportunities to both our talent and brand clients.”
Cinti added: “I am thrilled to be part of the WMA team, such a powerhouse of talent and creativity and to be a part of Seb’s vision to build a genuinely full service, digital creative agency with music and talent at its heart.
“It’s an incredibly compelling proposition to take to brands and a unique offering in this space; to be able to collaborate with influencers, engage with their fans in storytelling and earn social currency.”
Since launching in 2013, WMA now employs over 35 people across London and New York. Its client roster includes Viber, Universal, Sony Music, Vevo, Warner, L’Oréal and Adidas.Music Business Worldwide
