BOSTON—Omnicom-owned cause branding specialist Cone has launched Cone Entertainment Marketing, providing a suite of services that includes talent negotiation, product integration, and entertainment-focused public relations events. The Boston-based firm will also establish a presence in Los Angeles to support the new offer.

In addition to supporting the celebrity and entertainment needs of its own agency accounts, Cone Entertainment Marketing will also make its services available to other clients including public relations and advertising firms.

“Aligning celebrities with causes and issues requires an extra level of scrutiny, as the risks are often much greater,” says senior VP Mark Malinowski, who will head up the CEM team in Boston. “We’ve all heard the horror stories of mismatched causes and celebrities that go awry.” Prior to joining Cone three years ago, Malinowski worked for Ketchum, where he was instrumental in the launch of the celebrity practice, which he later led.

Also joining Cone as a member of CEM is Danielle Benson, who will be located in Los Angeles and will provide Hollywood-based media relations, key negotiations, and celebrity event management.