The Sweet Shop has hired Andrew Traines to helm its U.S. operations as managing director. He had most recently been with BRW USA, helping to establish that L.A.-based production house as a sister shop to Italian production company BRW Filmland, Milano.
Prior to that, Traines had a long tenure as co-head and sr. executive producer of Anonymous Content‘s commercial division. While at the latter, he initiated an integrated media division which at the time operated under the V3 banner.
Earlier in his career, Traines served as an executive producer at Propaganda Films. Over the years, he has exec produced for such notable directors as David Fincher, Mark Romanek, Andrew Douglas, Malcolm Venville and Garth Davis.
Traines defined his “main challenge” at The Sweet Shop as being “to grow their presence in the U.S. and with the help of executive producer Tracy Mays, market the current excellent global roster adding to it top U.S. talent that are up to the level we expect.”
He cited BRW’s assets as including high caliber talent, global support, and an affinity for great work and service.
The Sweet Shop’s overall global operation is headed by CEO/managing partner Paul Prince.
AD&Co. Launches Studio A; Davida Hall To Head New Venture As Sr. Director of Creative Content
Female-founded and led creative marketing agency AD&Co. has opened Studio A. The new venture will serve as AD&Co.’s in-house social brand content division, focused on developing and producing digital programming for advertising, social media, and influencer marketing campaigns designed to reach today’s audiences on the most popular and pivotal platforms. Davida Hall has been named to head Studio A as sr. director of creative content. She shifts over from AD&Co. where she held the same title since December 2023. Hall’s affiliations prior to AD&Co. include PopSugar and Studio71.
Amy Demas, founder and chief creative officer of AD&Co., said, “We understand content is king-—or queen—and that our clients need to engage their customer communities where they live. That inspired the logical expansion of AD&Co with Studio A, which is committed to producing only the most engaging and authentic brand stories.”
Studio A will harness both AD&Co’s and Hall’s deep expertise in the lifestyle sector, as content creators and avid consumers. Specializing in reaching audiences where they spend their time, the studio is immersed in social media, pop culture, and current trends, expertly crafting visuals, language, and storytelling to reinforce client brand identities and cut through the noise.
Studio A debuts with the “This Is Me” campaign for Love + Craft + Beauty, a brand dedicated to embracing and promoting diversity within the beauty space. “This Is Me” highlights Gen Z’s affinity for radical self-expression that allows individuals to tell their own stories, free from labels, using beauty and fashion as tools of authenticity. The campaign showcases models celebrating their unique qualities to present... Read More