Sundial Media & Technology Group is expanding its footprint in the creator economy with the launch of THEIA, a new global creator marketing agency designed to connect brands with influential voices driving culture today.

Announced Tuesday, THEIA will focus on helping companies build long-term relationships with creators while developing campaigns aimed at increasing audience engagement and business growth. The initiative arrives as creator-led content continues to play a larger role in how brands communicate with consumers.

To lead the venture, Sundial has appointed Pamela Zapata as Head of THEIA. Zapata brings years of experience in influencer marketing, talent relations, and branded content. Throughout her career, she has worked with major companies including Estée Lauder, MAC Cosmetics, Dove, Bobbi Brown, Aveda, and Axe. Prior to joining THEIA, she founded Society 18, an agency specializing in creator management and marketing.

“At THEIA, we’ll focus on building creator ecosystems that go beyond transactional influence and instead create long-term cultural relevance,” said Zapata. “Consumers are increasingly looking for authenticity, nuance, and creators who genuinely shape culture within their communities. Our approach is rooted in identifying those voices early, understanding audience behavior deeply, and helping brands show up in ways that feel credible and lasting. We’re also committed to helping bridge the pay equity gap for creators by advocating for fair opportunities and long-term investment in diverse talent. With THEIA, we’re building a true one-stop shop for brands — from creator strategy and talent partnerships to cultural storytelling and full-scale campaign execution.”

Alongside the launch, Sundial announced a strategic partnership with Society 18, which becomes one of THEIA’s preferred creator agency partners. The collaboration gives THEIA access to an established network of talent and brand relationships while supporting both organizations’ efforts to create new opportunities for creators from underrepresented communities.

“The creator economy has fundamentally changed how influence is built, how communities form, and how brands earn trust,” said Kirk McDonald, CEO of Sundial Media & Technology Group. “THEIA represents the next evolution of Sundial’s commitment to connecting brands with culture through authentic voices and meaningful relationships. Pamela brings a rare combination of cultural intuition, strategic rigor, and deep creator economy expertise. Under her leadership, THEIA will help brands move beyond transactional campaigns and build lasting relevance through creators who shape conversations, communities, and culture every day.”  

The launch comes just ahead of the 2026 ESSENCE Festival of Culture, providing an early opportunity for THEIA to begin working with creators, brands, and festival audiences.