Hello Sunshine, the media company founded by Reese Witherspoon and now a part of Candle Media, has launched an in-house social agency called Solar. The agency will help brands connect with women through story-driven advertising.
Solar will be overseen by Maureen Polo, Hello Sunshine’s head of direct to consumer, and led by agency veteran Jennifer Wiener as svp, Solar, in close collaboration with new vp, creative Teneille Craig.
With Solar, brands will now have the opportunity to partner with Hello Sunshine to drive story-led marketing that looks to shape culture and drive impact. Solar wants to help brands tell more inclusive and representative storytelling that brings more underrepresented voices into modern media offerings. The agency also serves as the internal marketing engine that fuels Hello Sunshine’s content, commerce and community model.
“Hello Sunshine has proven time and time again that we know women—what inspires them, connects them and drives them to action. We’re thrilled to formally launch Solar, an innovative in-house social agency that leverages Hello Sunshine’s creative expertise to help brands authentically communicate with women,” said Polo in a statement. “Our incredible team of marketers, creatives, strategists, and producers will work seamlessly with partners to drive story-led marketing that moves the needle.”
Harden added that the agency is partnering with brands with full-service capabilities across the modern media landscape.
Solar has extensive brand partnerships through Hello Sunshine IP and DTC brands, social marketing services, influencer marketing, licensing, product development, co-marketing and women-centered consumer insights. The agency has already been working with a range of brands, including Oui by Yoplait, P&G, Diageo, Pure Leaf, Stacy’s Pita Chips, Buick, Biossance, Lavazza, Anheuser Busch, Epson, Norwegian Cruise Line and Fidelity.
“We approached Hello Sunshine because of their like-minded audience with Oui yogurt,” said Susan Pitt, brand experience director for cereal and yogurt brands at General Mills. “We really wanted to reach women who are passionate about saying yes to making time for themselves. Hello Sunshine built out a strategic multi-channel program that has helped catapult our shared creative purpose messaging and ultimately help drive double digit increase in sales velocity.”
Wiener previously worked at Fullscreen, where she led sales and integrated marketing teams. Prior to Fullscreen, she worked at Dentsu Aegis, where she and her team led branded content efforts for Microsoft and focused on business development for the agency. Before joining Hello Sunshine, Wiener ran the Entertainment Marketing Solutions team at WarnerMedia, leading all brand marketing, brand positioning, creative, brand partnerships and go-to-market storytelling for HBO Max, Adult Swim, Cartoon Network, DC Comics and Theatrical.
Craig brings over 15 years of experience in publishing, advertising, digital media and fashion. Prior to joining Hello Sunshine, Craig worked in senior creative roles at Essence Magazine, and Dentsu McGarrybowen for American Express, and TikTok.
Hello Sunshine will continue to focus on long-form branded entertainment with Zoe Fairborn, head of brand business development and branded entertainment, continuing to lead those efforts.