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Australia
Crybaby Productions, co-founded by Catherine Stone, emerged from the sun-kissed shores of Sydney and Byron Bay, Australia, as a female-led creative content agency. With a small but mighty team of seven, their influence belied their size, engaging major corporations in beauty and tech like Microsoft and L’Oreal.
Catherine, an alumna of prestigious roles from Publicis Mojo to MTV, channelled her diverse experience into a venture that would balance editorial aesthetic with commercial purpose. But in the creative space, the emergence of AI and rapid changes in digital marketing were constant challenges, and a burning question lingered: In a world of shortcuts, do brands still crave authentic creativity? And how could the agency itself reflect a brand identity that was authentic to Catherine’s vision and resonated with clients?
Meanwhile, also in Sydney, Kamila Wolyniec of New Flame Coaching was weaving her own narrative. Her start-up, though small, held a big vision: to empower women to find their voice and command recognition.
Kamila, driven by personal experiences of being undervalued, channelled her insights into a platform that not only elevates women in their careers but also celebrates their unique contributions to the community and economy.
Garnering accolades such as Success Coach of the Year, Woman of Impact Award and LinkedIn Personal Branding Top Voice, Kamila has solidified her position as a leading voice in personal branding and women’s empowerment.
Synergy to Strategy
It was at the P&G Academy, orchestrated by WEConnect International, that Catherine and Kamila’s paths converged. As winners of a scholarship for a business development program, the two entrepreneurs clicked—kindred spirits set on a shared mission to amplify authentic voices and a belief in the power of strategic branding.
Crybaby Productions engaged New Flame Coaching to refine the agency’s brand, addressing issues of brand fragmentation and lack of clarity that could muffle the potential of the business. With Kamila’s guidance, Catherine’s vision for Crybaby Productions sharpened into a focus that was both authentic and powerful.
“Kamila’s work got me out of a rut,” Catherine says. “It has impacted my relationships within my business and giving me back my aspirations for my business. She reminded me of my personal values and the power of living by those.”
Power of Community
This type of collaboration would not be possible without WEConnect International and events like the Australia Forum and P&G Business Academy, which underscore the importance of networking and the endless potential of women-led collaborations.
“WEConnect seems to attract businesswomen that have the same values as me and this networking opportunity to collaborate is invaluable,” says Catherine. “I can’t recommend this network of inspiring and incredible women more highly.”
Kamila agrees.
“The connections forged and the opportunities I had access to would not have been possible if it weren’t for the keen support and guidance of the WEConnect community,” she says.
Know Thyself
Looking ahead, Crybaby and New Flame are committed to influencing the creative and brand landscape with a special focus on authenticity.
“Our collaboration underlines the essence of knowing who you are and why you’re in business,” says Catherine. “My advice to all entrepreneurs is to make sure you take the space to check in with yourself on that, and if you can’t — seek help and have someone help you to understand yourself.”