Cone Launches Entertainment Marketing Group

For Immediate Release


Cici Gordon


Cone Launches Entertainment Marketing Group

Full-service offering will also specialize in celebrity identification for cause marketing campaigns


BOSTON (March 31, 2011) – With an in-house staff boasting nearly 50 combined years of experience navigating Hollywood relationships, Cone today launches Cone Entertainment Marketing (CEM). CEM formalizes the agency’s deep experience into a concentrated team and suite of services that include talent negotiation, product integration and entertainment-focused public relations events. The Boston-based agency will also establish a presence in Los Angeles to support the enhanced service offering.


In addition to being a turn-key solution for celebrity and entertainment needs for its own agency accounts, CEM will also make its services available to other non-agency clients, including public relations and advertising firms. CEM, leveraging Cone’s leadership in Cause Brandingsm, will excel at matching celebrities with their own personal connections to social issues.


“Aligning celebrities with causes and issues requires an extra level of scrutiny, as the risks are often much greater,” says SVP Mark Malinowski who will head up the CEM team in Boston. “Cone’s deep history in cause marketing means we understand the nuances of finding celebrities that resonate with both brands and causes in authentic and credible ways. We’ve all heard the horror stories of mismatched causes and celebrities that go awry.”


Malinowski was a driving force behind the creation of this specialty because of his extensive background in the celebrity field. Prior to joining Cone three years ago, Mark worked for Ketchum where he was instrumental in the launch of its celebrity practice and went on to lead it for years.


Joining Cone as a member of CEM will be entertainment talent and media specialist Danielle Benson. Benson will be located in Los Angeles and act as point person for Hollywood-based media relations, key negotiations and celebrity event management. A key aspect of her role, and for all CEM team members, will be to harness the power of celebrity within the world of social media.


“The fusion of celebrities and social media continues to be one of the most potent partnerships for today’s marketers,” says Bill Fleishman, President of Cone. “Whether it is leveraging celebrity Tweets, developing a Facebook promotion or orchestrating a traditional red carpet event, we have the right people with the experience, contacts and a clear understanding of how to best integrate celebrities in both product and cause marketing campaigns.”


Over the past 18 months, Cone has worked with celebrities including: Sheryl Crow, Josh Lucas, Jennie Garth, Melissa Joan Hart, Taye Diggs, Jeannie Mai, Nancy O’Dell, Katherine Brooking, Robert Buckley, Kelly Rutherford and Sammie Giancola, among others.


For more information about CEM service offerings, please contact Mark Malinowski at 617-939-8349.


Cone ( is a strategy and communications agency engaged in building brand trust. Cone creates stakeholder loyalty and long-term relationships through the development and execution of Cause Branding, Brand Marketing, Nonprofit Marketing, Corporate Responsibility and Crisis Prevention and Management initiatives. Cone is a part of the Omnicom Group (NYSE: OMC) (