WMA opens brand partnerships arm

WMA opens brand partnerships arm

WMA is opening a brand partnerships department, with Crystina Cinti joining the team as commercial partnerships director.  

Cinti started her career in account management at Publicis, before joining Saatchi&Saatchi and working across film, TV documentaries, events and music releases, working with brands like Toyota, Sagatiba, Dr Martens, and Shockwaves. 

In 2008 Crystina 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 onto lead Reebok Classics music strategy across Europe, collaborating with the likes of Alicia Keys, Mike Posner and Labrinth. The exec also led the UK partnerships business and worked closely with Sony businesses, 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 closely with Sony Mobile as co-author and co-creator of Xperia Access, a content programme and platform giving Sony Mobile users exclusive access to the best of Sony Music artists, the music industry, and events. 

Cinti commented: “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. This is 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.” 

Seb Weller, WMA’s founder and CEO added: “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!”

WMA’s expansion into brand partnerships follows a strong period of growth for the company, including its opening of a US office. It now employs over 35 people across London and New York. The WMA client roster includes brands spanning various sectors such as Viber, Universal, Sony Music, Vevo, Warner, L’Oréal and Adidas.


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