Sundial Media & Technology Group (SMTG) has launched THEIA, a creator marketing agency designed to help brands develop long-term relationships with creators. The company also named Pamela Zapata, founder of influencer management firm Society 18, as Head of THEIA.

Society 18 entered a strategic partnership with SMTG simultaneously, becoming one of THEIA’s inaugural preferred creator agency partners.

A New Agency Within an Established Portfolio

SMTG, whose brands include ESSENCE, Refinery29, AFROPUNK, SOMOS, and Beautycon, describes THEIA as a full-service operation offering creator strategy, talent partnerships, cultural storytelling, and campaign execution for brand clients.

“At THEIA, we’ll focus on building creator ecosystems that go beyond transactional influence and instead create long-term cultural relevance,” Zapata said. “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.”

SMTG CEO Kirk McDonald cited shifts in how brands earn consumer trust as driving the launch. “The Creator Economy has fundamentally changed how influence is built, how communities form, and how brands earn trust,” he said.

Zapata’s Background and Society 18

Zapata brings more than 15 years of experience in entertainment, talent strategy, and influencer marketing. She previously held roles at E! Entertainment, Ryan Seacrest Productions, and StyleHaul before founding Society 18 in 2019. Throughout her career, she has led campaigns for brands including Estée Lauder, MAC Cosmetics, La Mer, Dove, and Aveda.

Society 18 focuses on multicultural and multiethnic creators, particularly Black and Latino talent, and has reported surpassing $1 million in revenue within its first full year of operation. It has been named to the Inc. 5000 list of fastest-growing companies and recognized by Business Insider as one of the leading influencer management agencies in the creator industry.

The firm organizes six to eight creator-focused events annually, including activations around Essence Festival and Cannes Lions.

Pay Equity

Pay equity for diverse creators is a stated priority for both THEIA and the Society 18 partnership. Zapata noted that the pay gap for creators of color was a central motivation for founding Society 18. 

“Creators of color were making way less than half of what their counterparts earned,” she told Net Influencer earlier this year. “A lot of them were self-managed, so they didn’t even realize how much they were leaving on the table.”

“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,” Zapata added.

Cover photo credit: Henry Torres

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