Gordon resets with Infusion


NEW YORK -- Aaron Gordon has regained control and ownership of entertainment marketing agency Set Resources slightly 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. "Infusion is on the cutting edge of integrating great brand names into Hollywood entertainment, and with the inception of our branded entertainment department, we look forward to developing creative projects that will change the way our business runs."

Last summer, 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 some 500 horror films fell through because of problems with financing.

Owen, now COO and CFO of creative entertainment marketing agency Herzog Cowen and formerly CFO of the Ant Farm, declined comment.

The revamped Infusion offers many of the same services to its clients as did Set Resources, including product placement, celebrity outreach and entertainment promotions. Additionally, Culver City-based Infusion has established a new service department in branded entertainment.

Gordon said he believes 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.

Gordon has 10 years of experience in entertainment marketing, creating programs for such major brands as Sara Lee, Pernod Ricard and Haagen-Dazs.

Donny Jackson will serve as vp branded entertainment and head Infusion's new division. He has served as co-executive producer for such shows as CNN's "The Turnaround," TLC's "Family Trip" and ESPN's "Knight School." Jackson will seek out existing entertainment properties for Infusion clients and develop and co-produce original film and TV projects for brands.

Laura Leyva, who has worked in Set Resources' television department for several years, has been promoted to vp film integration. She will head Infusion's studio relations and its efforts to integrate clients into studio and indie films.