160/90 welcomes Sinead Dean as a Vice President of Entertainment Marketing, based in London.

Early in her career, Sinead worked at music TV channels including Bauer and Channel4 joint venture channel, 4Music where she worked in conjunction with major, and independent record labels to promote their artists. She then moved into delivering brand funded content for clients such as, McDonald’s and Coty’s Rimmel. She joins 160/90 with ample experience in leading brand partnerships and branded entertainment strategy for some of UK’s highest-profile entertainment properties including, All3Media owned Lime Pictures, producers of Channel 4’s “Hollyoaks”, E4’s “Celebs Go Dating” and ITV’s “The Only Way Is Essex”, and has partnered Lime Pictures IP with brands such as Domino’s UK, P&G’s Oral B and Mars Wrigley’s Extra Chewing Gum.

At 160/90, Sinead will report to SVP of Entertainment Marketing Mike Lewinsky, who leads the Entertainment Marketing business, based in Los Angeles. Sinead will focus on furthering 160/90’s Entertainment Marketing offering to clients in the UK and internationally, building on current capabilities and success in this space.

“With an ever-shifting entertainment landscape it’s becoming increasingly difficult for brands to ‘unlock’ the real value that entertainment platforms, content and creators can deliver to consumers. I’m incredibly excited to be joining Mike and his team, and am looking forward to sharing 160/90’s unique and deep understanding of how best brands can harness the power of entertainment marketing,” says Sinead on joining 160/90.