NorthSouth Productions, the company behind the hit comedy series Impractical Jokers and long-running Say Yes to the Dress: Atlanta, is bringing its creative and distribution acumen directly to agencies, brands, PR firms, networks and others.
In partnership with Hearst Entertainment, NorthSouth has formed Good Kicks Media, a hybrid content company offering creative and production services for branded content, network promos, and live activations.
Good Kicks has already produced brand-related work for Marvel, Progresso, ESPN, and Discovery Networks. “We’ve been building popular media content for networks for 18 years,” said NorthSouth Productions CEO Charlie DeBevoise. “With the launch of Good Kicks, we’re spreading that success directly to brands.”
Neeraj Khemlani, president of Hearst Entertainment, added, “NorthSouth is one of those rare creative shops that have produced highly-rated and long-lasting formats across various genres, audiences and networks. Charlie and his talented team are now bringing that network quality polish to the branded content, promo and experiential marketing universe.”
To jumpstart the branded content division, DeBevoise has joined forces with Dean Crago, principal of SharpKnife Productions and former executive producer of Reveal 42, a post house in New York. Crago, who will serve as head of branded content, brings over 20 years of branded content development experience and a long list of top tier clients, including Johnson & Johnson, Listerine, Aveeno, Coca-Cola, Seattle’s Best Coffee, Sylvan Learning, Outback Steakhouse, Oral B, Crest, NASCAR, ESPN, Showtime Networks, HBO and JPMorgan Chase. Good Kicks has also tapped the promo market by hiring veteran artists, directors and editors David Klinkowize and Keith Crago.
Good Kicks’ live activations arm is a branded adaptation of the events NorthSouth produces for networks. The company produced a high wire act in the middle of downtown Manhattan for an Impractical Jokers season finale that attracted 3,000 onlookers and gave TruTV high ratings and impressions. For another event, the company partnered with Nitro Circus to fill a stadium with 5,000 fans. “We create massive live events that attract thousands of spectators and generate huge media interest,” said DeBevoise.