Cone has launched an entertainment marketing group to handle talent negotiations, product integrations, events, and will offer services to match celebrities with causes. Cone Entertainment Marketing (CEM) will be led by firm SVP Mark Malinowski out of the Boston HQ. Danielle Benson is joining the team as an entertainment talent and media specialist based in Los Angeles.

CEM will work with existing clients as well as non-clients. Cone has worked with Sheryl Crow, Taye Diggs, Nancy O’Dell, and other celebs over the past year and a half.