Art moves into Trailer Park
Duo form 'deepest' marketing firmTrailer Park and Art Machine said Monday that they have merged to form what they described as the largest entertainment marketing services agency in Hollywood.
"We're creating the broadest, deepest platform of creative marketing services for the entertainment industry," Trailer Park COO Joel Johnston said. "Together, the capabilities of our two firms will allow us to deliver start-to-finish, award-winning marketing services for our clients not only in print, theaters and on television but also via new distribution platforms, including online, cell phones and PDAs and other wireless devices."
Trailer Park CEO Tim Nett said Art Machine, one of the top creative print agencies in the business, fills Trailer Park's one major void of print advertising. He said the merged company will be the largest creative entertainment marketing agency in Hollywood in terms of gross billings, number of campaigns, employees and services offered. The merger also should help protect against piracy by keeping all aspects of an entertainment company's marketing campaign secure with a single agency, he said.
Art Machine will retain its name but now will be referred to as Art Machine, a Trailer Park Co. Sue Mason, head of Trailer Park Print, will join Art Machine's four senior executives — Patrick Dillon, Neville Burtis, John McMahon and Jeremy Kaplan — as the management team for the group. All of Trailer Park's print-focused staff will join Art Machine, while the staff of Art Machine will relocate to Trailer Park's Hollywood offices by year's end, the companies said.
Among the merged company's clients are 20th Century Fox, Sony Pictures, Warner Bros., the Walt Disney Co., New Line Cinema, Lionsgate, ABC, A&E, Activision, Buena Vista Home Entertainment and Sony Computer Entertainment. The two agencies received a total of six awards combined at The Hollywood Reporter's 2007 Key Art Awards and a total of eight awards at the 2007 Golden Trailer Awards.
The merged company will be backed by private-equity firm Lake Capital, which acquired Trailer Park in 2005.