The New Creator Hub: A Fresh Path for Brands and Influencers

Sundial Media & Technology Group has opened a new door for brands looking to connect with real voices in the digital world. The company, known for its cultural media outlets like ESSENCE and Refinery29, now offers a full‑service agency called THEIA. The goal is to help brands tell stories through creators, not just by paying them a quick post. THEIA will work on everything from long‑term partnerships to live events and social media campaigns that feel genuine. The agency focuses on building lasting relationships, so creators are not just hired for one shot but become part of a brand’s ongoing narrative. Pamela Zapata leads the effort. She has a long history in talent strategy, having worked with big names such as Estée Lauder and Dove. She also founded Society18, a firm that champions creators of color and has been praised for pushing pay equity in the influencer space.The partnership between Sundial and Society18 means that creators already on Society18’s roster can now tap into Sundial’s broader network. This collaboration aims to give more creators, especially those who are not yet fully managed, access to bigger opportunities and fair compensation. Zapata stresses that the creator economy is no longer about one‑time posts. Instead, brands should plan year‑round strategies that weave creators into cultural moments and everyday conversations. By doing so, the relationship feels authentic rather than transactional. Sundial’s past success lies in media and experiential marketing, but with THEIA it is expanding into influencer strategy. The plan includes tying creator work to big events like the ESSENCE Festival of Culture, giving brands a single point of contact for all their marketing needs. The new agency reflects Sundial’s commitment to diversity, equity, and inclusion in the media landscape. By bringing together creators from different backgrounds, brands can reach wider audiences while supporting fair pay and meaningful representation.