Cashmere, the marketing company that identifies itself as a “cultural agency”, has promoted five of its senior executives following its merger with advertising and digital marketing company Media.Monks eight months ago.
Vice President of Business Development Cameron Crane was elevated to Chief Growth Officer, Vice President of Operations Joey Furutani to Chief of Staff and Executive Vice President of Client Services Sandy Song to customer manager. Additionally, vice president of public relations Brianne Pins is now senior vice president, while vice president and group chief strategy officer Jesse Nicely is senior vice president of cultural strategy.
“Cultural innovation in marketing is where brands look for thought partners who can connect with different audiences and create meaning in the Culture. Cashmere was founded by culture makers and that superpower is in our DNA, which has led to huge demand in our services,” Cashmere President and Chief Creative Officer Ryan Ford said in a statement. “This exceptional group of executives has been a key driver of the success of our clients as well as our own, and their promotions uniquely position Cashmere in this next phase of expansion, alongside our merger with Media.Monks, to create a service fundamentally different offer.”
Four of the five executives promoted are longtime members of the Cashmere team: Crane (nine years old), Furutani (ten years old), Pins (15 years old) and Nicely (eight years old). Song, a 20-year veteran of global agencies, joined last year.
Crane, who helped grow Cashmere’s customer base in its brand and entertainment verticals with clients including Google, Amazon, Meta, Taco Bell and Disney, will now lead business growth, marketing and… innovation of the agency’s products and services. Previously, she worked internally at lululemon athletica and managed the Power 106 account at Emmis Communications.
Furutani previously oversaw Cashmere’s operations, resource management and interdepartmental stability. In his new role, he will lead not only key agency initiatives, organizational partnership and innovation, but also operational integration and discipline amplification with Media.Monks. He previously led marketing at Spectrum Knowledge and started his career at Nakatomi & Associates in communications.
Over the past year, Song has driven innovation and thought leadership for Cashmere and its clients and has also worked in business development and growth. While continuing to implement best practices and client services, she will also be a key player in the new Cashmere and Media.Monks entity, details of which the agency did not disclose. His career includes stints at DLA, ChiatDay, TeamOne and 180LA working with clients including Lexus, LVMH, Del Monte, PepsiCo, University of Phoenix and Taco Bell.
As the architect of the PR division of Cashmere (which was named one of the Top 100 PR News Agencies for 2022), Pins has worked with clients including Netflix, Amazon, Apple TV+, Disney , Universal Pictures, Coca-Cola, Taco Bell, Google and Danon. With the new title, she will continue to expand the agency’s public relations services, particularly as they intersect with social media and culture. One of five publicists honored with Campaign US’s Female Frontier Awards this year, she spent the first five years of her career at MySpace Music, 5WPR and The Rogers Group.
Nicely scaled Cashmere’s cultural intelligence (CQ) practice, a division of the strategy department that conducts proprietary research and deep cultural dives for its brand and entertainment clients, including Taco Bell, BMW, Google, HBO, Disney and FX. He will continue to lead the agency’s cultural strategy, particularly exploring how brands can use technology in innovative ways to reach audiences and grow. As well as previously working at Dentsu, he was also editor of lifestyle publication Frank151 and co-founded Puffingtons Golf, a “cannagolf” brand.