Gordon resets with Infusion
EmptyAaron Gordon has regained control and ownership of entertainment marketing agency Set Resources a little more than a year after selling most of its assets, and he's relaunching the company as Infusion Entertainment.
Infusion will specialize in product placement, celebrity outreach and branded entertainment with a focus on the wine, beer and spirits category, said Gordon, who is back as CEO.
"This is an exciting time to be in entertainment marketing, with branded entertainment becoming a staple of many brands' marketing strategy," he said. "With the inception of our branded entertainment department, we look forward to developing creative projects that will change the way our business runs."
In summer 2006, Gordon sold the majority of Set Resources' assets to entertainment industry veteran John Owen so he could pursue other business interests in film distribution and production. But Gordon said he recently became concerned with how Set Resources was faring, and his plans to acquire a film company with a library of about 500 horror films fell through because of problems with financing.
Owen, now COO and CFO of creative entertainment marketing agency Herzog Cowen and previously CFO of the Ant Farm, declined comment.
Gordon said he believes that Infusion will wind up being more successful by specializing in the wine, beer and spirits category with organic placements in TV shows and films.
"At Set Resources, we ended up spinning our wheels with clients who were very difficult to do product integration for," he said. Infusion has already signed up a new client in the category: St. Supery winery in California's Napa Valley.
Donny Jackson will serve as vp branded entertainment and head Infusion's new division. He will seek out existing entertainment properties for Infusion clients and develop and co- produce original film and TV projects for brands.
Laura Leyva has been promoted to vp film integration.