RelationshipOps of the Week #16.
Production Studio
|
Feb 6, 2026
“Some but not all opportunities start with a personal connection of some kind and they are in a sense all big wins for us.”
Kristina Snyder.
Kristina Snyder isn’t your typical agency head…
At first glance, what she does at SNYDER looks like artist representation. But when you take a closer look, you’ll see something unique… she’s built a long-lasting creative engine that thrives not just on talent, but on relationships.
Because it’s not just about managing a talent list, it’s also about nurturing people… and somehow building a model that works for both creative freedom and commercial success.
That’s what makes Kristina so compelling for this series.
Her work stretches across industries and aesthetics, and yet the foundation always comes back to relationships… how she builds them, how she keeps them alive, and how she shows up for both clients and creative talents in the process.
So this week, we asked Kristina to share how she thinks about those connections and the role they’ve played in keeping SNYDER relevant all these years.
All Big Wins.
Leonard Chin: What’s an instance when a relationship led to a big win or a really great opportunity for your business?
Kristina Snyder:
“I have so many examples of hitting it off with a certain client to start, developing that relationship and eventually being considered for a great opportunity. That is the core of our business, being supremely helpful, understanding a client’s needs and problem solving with them. I think of the work we have done for Kiehl’s 1851 over the years and the recent campaigns we worked on for Hermès, and a particular phone call with the founder of Drunk Elephant, a cult beauty brand, years ago lead to a solid two year engagement which was huge for us at the time. Some but not all opportunities start with a personal connection of some kind and they are in a sense all big wins for us.”
Be an Ally.
Leonard Chin: What's your daily/weekly routine for maintaining relationships that help your business?
Kristina Snyder:
“SNYDER represents 40 plus artists so a daily routine includes checking in with them as needed and talking about what is going on, about jobs, ideating around new work and new clients. I am an early riser, and a lot of our artists are in Europe, so I usually log on between 7 and 8 am to answer concerns on email. Staying in close contact with artists is vital - you need to be an ally in every sense of the word.
My weeks and days look very much the same in certain aspects, but I never know what is to come up in terms of commissions.
I spend a lot of time daily doing market research and reaching out via email, that is a set routine that we have in place, and includes reaching out to cold contacts and established clients. I find that if your brand has a positive association, clients like to hear from you and they appreciate getting emails pitching artists that work for their product, whatever it may be.
I also try to meet with as many people as I can during any given week, on Zoom or IRL, just to say hi and have a chat.
I do have days that are more introspective and dedicated to thinking about the agency’s direction and roster, and our place in the creative community.”
Being a Really Nice Person Doesn’t Hurt.
Leonard Chin: What tips would you give to your younger self around relationships and how they impact business?
Kristina Snyder:
“When I first arrived in New York an amazing woman I knew from my growing up in Stockholm took me to coffee at Cafe Reggio (legendary cafe in Greenwich Village) and told me something that has become my mantra since then. She said “Explore the possibilities in every contact you make and befriend every person you meet with, they will be the foundation for your life here, in business and in your personal life.”
I was so lucky to get that advice early on because in New York City relationships in the business last an astonishingly long time. That is what I would say to my younger, more inexperienced self - pay attention to everyone you meet, be open to possibilities. And being a really nice person doesn’t hurt either.”
Key Takeaways.
Sometimes, what connections get us isn’t a bunch of opportunities, instead, it’s a few critical ones that lead to big wins, just as Kristina experienced.
Once again, we’d like to thank Kristina Snyder for generously sharing her lessons about managing relationships. As we wrap up this week’s article, here are a few key takeaways…
Big wins come from being helpful and patient. Whether it’s a phone call with a founder or years of trust with a client, Kristina’s biggest deals started by genuinely solving problems.
Staying close to artists is non-negotiable. From early morning emails to daily check-ins, she makes sure her roster feels supported and seen.
Every connection matters. Kristina learned early on that being open and kind to everyone builds the kind of network that supports both business and life.
That’s all for now.
If you're open to sharing your experiences in one of our future articles… or know of someone who is, feel free to drop me an email here.
Author.
Leonard Chin
Follow me on LinkedIn.
Kristina Snyder.
Kristina Snyder isn’t your typical agency head…
At first glance, what she does at SNYDER looks like artist representation. But when you take a closer look, you’ll see something unique… she’s built a long-lasting creative engine that thrives not just on talent, but on relationships.
Because it’s not just about managing a talent list, it’s also about nurturing people… and somehow building a model that works for both creative freedom and commercial success.
That’s what makes Kristina so compelling for this series.
Her work stretches across industries and aesthetics, and yet the foundation always comes back to relationships… how she builds them, how she keeps them alive, and how she shows up for both clients and creative talents in the process.
So this week, we asked Kristina to share how she thinks about those connections and the role they’ve played in keeping SNYDER relevant all these years.
All Big Wins.
Leonard Chin: What’s an instance when a relationship led to a big win or a really great opportunity for your business?
Kristina Snyder:
“I have so many examples of hitting it off with a certain client to start, developing that relationship and eventually being considered for a great opportunity. That is the core of our business, being supremely helpful, understanding a client’s needs and problem solving with them. I think of the work we have done for Kiehl’s 1851 over the years and the recent campaigns we worked on for Hermès, and a particular phone call with the founder of Drunk Elephant, a cult beauty brand, years ago lead to a solid two year engagement which was huge for us at the time. Some but not all opportunities start with a personal connection of some kind and they are in a sense all big wins for us.”
Be an Ally.
Leonard Chin: What's your daily/weekly routine for maintaining relationships that help your business?
Kristina Snyder:
“SNYDER represents 40 plus artists so a daily routine includes checking in with them as needed and talking about what is going on, about jobs, ideating around new work and new clients. I am an early riser, and a lot of our artists are in Europe, so I usually log on between 7 and 8 am to answer concerns on email. Staying in close contact with artists is vital - you need to be an ally in every sense of the word.
My weeks and days look very much the same in certain aspects, but I never know what is to come up in terms of commissions.
I spend a lot of time daily doing market research and reaching out via email, that is a set routine that we have in place, and includes reaching out to cold contacts and established clients. I find that if your brand has a positive association, clients like to hear from you and they appreciate getting emails pitching artists that work for their product, whatever it may be.
I also try to meet with as many people as I can during any given week, on Zoom or IRL, just to say hi and have a chat.
I do have days that are more introspective and dedicated to thinking about the agency’s direction and roster, and our place in the creative community.”
Being a Really Nice Person Doesn’t Hurt.
Leonard Chin: What tips would you give to your younger self around relationships and how they impact business?
Kristina Snyder:
“When I first arrived in New York an amazing woman I knew from my growing up in Stockholm took me to coffee at Cafe Reggio (legendary cafe in Greenwich Village) and told me something that has become my mantra since then. She said “Explore the possibilities in every contact you make and befriend every person you meet with, they will be the foundation for your life here, in business and in your personal life.”
I was so lucky to get that advice early on because in New York City relationships in the business last an astonishingly long time. That is what I would say to my younger, more inexperienced self - pay attention to everyone you meet, be open to possibilities. And being a really nice person doesn’t hurt either.”
Key Takeaways.
Sometimes, what connections get us isn’t a bunch of opportunities, instead, it’s a few critical ones that lead to big wins, just as Kristina experienced.
Once again, we’d like to thank Kristina Snyder for generously sharing her lessons about managing relationships. As we wrap up this week’s article, here are a few key takeaways…
Big wins come from being helpful and patient. Whether it’s a phone call with a founder or years of trust with a client, Kristina’s biggest deals started by genuinely solving problems.
Staying close to artists is non-negotiable. From early morning emails to daily check-ins, she makes sure her roster feels supported and seen.
Every connection matters. Kristina learned early on that being open and kind to everyone builds the kind of network that supports both business and life.
That’s all for now.
If you're open to sharing your experiences in one of our future articles… or know of someone who is, feel free to drop me an email here.
Author.
Leonard Chin
Follow me on LinkedIn.