Brand and media veteran Maral Beylerian has rejoined Creative Artists Agency as an executive in its Entertainment Partnerships division.
Beylerian, who started her career at CAA before leaving in 2004, on her return will be based in New York City and will look to help shape content strategy, brand integration and cross-platform collaborations for agency clients in a rapidly-evolving industry landscape. Most recently, Beylerian served as vp of client services at BENlabs, where she led client engagement and strategic initiatives for global brands like Marriott, CarMax, Heineken, Microsoft, and General Motors.
Her return to CAA also comes as Hollywood talent agencies increasingly embrace a fast-growing creator economy where marketing brands are integrated directly into movies, TV series and social media, and major talent and storytellers go beyond product endorsements to become brand creators and owners as entrepreneurs.
“Maral is a best-in-class strategic leader with a deep understanding of how brands authentically integrate into culture and premium storytelling,” Alanna Strauss, head of content and marketing for CAA’s Entertainment Partnerships team said in a statement on Thursday. After the success of Mattel and Warner Bros.’ Barbie movie, consumer brands are lalso ooking to convert their own IP into entertainment content that connects with audiences.
“As the market for entertainment-driven partnerships continues to expand across platforms, her expertise and relationships position us to deliver even greater value to our clients and brand partners. We are thrilled to welcome her back to CAA and to our growing New York team,” Strauss added about Beylerian. For the Hollywood entertainment and sports talent agency, the goal in brand partnerships is also securing additional production coin for film and TV projects.
CAA’s Entertainment Partnerships division brings brands to marquee talent and storytellers to help develop, fund and market films, TV shows and digital content. The division works with major brands like Crocs, Tinder, and Marshalls|TJ MAXX, producers like A24, OBB Media, and Shondaland and distributors like Apple TV, Disney and Warner Bros.
