Trailer Park has acquired goodness Mfg., a creative and strategy boutique based in Venice, CA. Beginning next week, goodness Mfg will combine their staff with Trailer Park, an integrated communications and postproduction company with nearly 300 employees.
The combined agency will pursue advertising business under the goodness Mfg. banner with Trailer Park serving as the calling card for its entertainment clients (as it has since Trailer Park launched in 1994). The terms of the deal are undisclosed.
Founded by five former execs at Crispin Porter + Bogusky (CP+B), goodness Mfg. recently gained a higher profile based on its online campaign and website launch for Google’s Nexus One smartphone. Additional goodness Mfg. clients include LucasArts, Nestle and American Cancer Society.
Prior to forming goodness Mfg, the three creative leaders of the agency–Paul Keister, Tom Adams and Bob Cianfrone–were best known for their contributions to groundbreaking campaigns at CP+B such as Burger King’s Subservient Chicken, the anti-tobacco campaign Truth, IKEA’s Lamp, and the launch of MINI. The trio, who will continue to lead creative at the combined agency, find themselves reunited with former CP+B colleague Matt Bonin. Formerly VP/integrated head of production at CP+B in Boulder, Colo., Bonin came aboard Trailer Park last September as senior VP/director of integrated production.
“Traditionally, thinking and doing have been very separate entities in advertising. It’s that separation that creates wasted time and missed opportunities,” said goodness Mfg. executive creative director, Tom Adams. “With goodness Mfg. joining Trailer Park, it enables collaboration much earlier in the process. As a result, we get creative alignment sooner–ensuring the work goes to market faster. This is especially critical as communications evolve into hundreds of micro-interactions, not just one big campaign.”
Trailer Park CEO Rick Eiserman added, “As marketers look to new partners to ensure their brand communications are keeping pace with increasingly demanding consumers and an evolving media landscape, Trailer Park and goodness Mfg. are really well situated. Our ability to provide unparalleled creative and production capabilities, without all the inefficiencies of an old world model, is a game-changer.”
Eiserman cited Goodness’ consumer insights practice and creative talent coupled with Trailer Park’s offerings spanning digital, design, postproduction and advanced content. These combined resources, he said, facilitates the creation of relevant content across multiple platforms.
Disney Pledges $15 million In L.A. Fire Aid As More Celebs Learn They’ve Lost Their Homes
The Pacific Palisades wildfires torched the home of "This Is Us" star Milo Ventimiglia, perhaps most poignantly destroying the father-to-be's newly installed crib.
CBS cameras caught the actor walking through his charred house for the first time, standing in what was once his kitchen and looking at a neighborhood in ruin. "Your heart just breaks."
He and his pregnant wife, Jarah Mariano, evacuated Tuesday with their dog and they watched on security cameras as the flames ripped through the house, destroying everything, including a new crib.
"There's a kind of shock moment where you're going, 'Oh, this is real. This is happening.' What good is it to continue watching?' And then at a certain point we just turned it off, like 'What good is it to continue watching?'"
Firefighters sought to make gains Friday during a respite in the heavy winds that fanned the flames as numerous groups pledged aid to help victims and rebuild, including a $15 million donation pledge from the Walt Disney Co.
More stars learn their homes are gone
While seeing the remains of his home, Ventimiglia was struck by a connection to his "This Is Us" character, Jack Pearson, who died after inhaling smoke in a house fire. "It's not lost on me life imitating art."
Mandy Moore, who played Ventimiglia's wife on "This Is Us," nearly lost her home in the Eaton fire, which scorched large areas of the Altadena neighborhood. She said Thursday that part of her house is standing but is unlivable, and her husband lost his music studio and all his instruments.
Mel Gibson's home is "completely gone," his publicist Alan Nierob confirmed Friday. The Oscar winner revealed the loss of his home earlier Friday while appearing on Joe Rogan's... Read More