Former Sony Pictures marketing executive Nancy Tate has launched Crush, a full-service boutique creative agency that will develop original marketing content, strategies and campaigns for film, TV and digital clients.
Tate said in a release that the main focus of Crush, which has a launch staff that includes an in-house editor, a graphics person, post production and other staff,”is to use emotion to reach and engage with audiences at every touch point and on every screen where audiences communicate today.” She added: “We develop maximum-impact 360 campaign strategies with our clients to reach target audiences worldwide with our mission to create excitement and infatuation with the brand we are marketing. Our specialty and our passion is to develop a comprehensive actionable content strategy across all verticals — digital, publicity and advertising – and to have that strategy move the needle in a measurable and significant way for our clients.”
Tate spent the past 20 years at Sony Pics, including the last eight as EVP Worldwide Creative Content, overseeing a 26-member department that created collateral marketing materials ranging from awards campaigns, VR and live stunts to TV specials and co-promotions. She also oversaw production of all behind-the-scenes and original marketing content creation for Columbia, TriStar, Screen Gems, Sony Pictures Animation and Sony Pictures Releasing International. That included digital, media, publicity, social, PlayStation, Starz, Sony Pictures Global Television Group and Home Entertainment divisions, among other units.
“During the many years when I was running the studio and now as a producer, Nancy has consistently been one of the sharpest and most reliable marketing strategists I have ever worked with to create compelling and engaging content,” said her former boss Amy Pascal, who most recently worked with Tate on the promotion of films including Spider-Man: Homecoming, which Pascal produced. “No one can Crush it like Nancy Tate and I don’t say that lightly. She is simply one of the best I have ever worked with.”
Tate also worked on Jumanji: Welcome to the Jungle, which became a nearly $1 billion franchise that will spawn a sequel. Director Jake Kasdan called her efforts producing 600 hours of content for the global rollout a “herculean effort” that was “nothing short of miraculous.”