Craven formerly served as CMO for Red Tettemer O’Connell + Partners (RTO+P) before leaving her position in February 2017. Before joining RTO+P in 2015, she spent six years with 72andSunny, launching the in-house earned media department, agency music discovery platform, cultural partnerships and experiential divisions and serving as communication and earned media director. She previously founded media company The Maven Projects and spent six years with the company before joining 72andSunny.
“I have always been interested in pushing agencies into new sectors and I feed off of challenging the status quo when thinking about new ways of brand building. I don’t want to look at brand building in a rigid way, especially because our channels of communication continue to change,” Craven said in a statement.
“Sidecar wasn’t built in response to what is lacking, it is primed in anticipation of what clients will need,” she added.
According to a press statement, Sidecar will focus on brand strategy, earned media strategy and execution, and strategic partnerships. It has been operating in “stealth mode” for months and has begun partnering with brands in the “cannabis space, cutting-edge tech, advertising and music industries.”