Coda Picks Goodness Mfg. | Adweek Coda Picks Goodness Mfg. | Adweek
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Coda Picks Goodness Mfg.

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Electric car and battery company Coda Automotive has selected Goodness Mfg. to handle creative and media duties on its ad account after a review.

Goodness bested one other undisclosed finalist to land the business. Sources estimate account billings at $20 million.

Goodness, a 25-person shop that Trailer Park acquired earlier this month, is led by former executives of Crispin Porter + Bogusky. As such, the selection represents a reunion of sorts between the execs and Kerri Martin, chief marketing officer at Coda. Martin previously was director of brand innovation at Volkswagen of America and director of marketing at Mini USA -- two former Crispin clients.

Goodness now operates as the advertising unit of Trailer Park, a digital production shop with roots in the entertainment industry. Trailer Park remains the entertainment marketing division of the group, according to CEO Rick Eiserman.

Two weeks ago, Goodness employees relocated to Trailer Park's headquarters in Hollywood, Calif., creating a combined total staff of about 325. Terms of the deal were not disclosed.

The creative portion of Goodness' Coda assignment includes traditional advertising, digital, social media and experiential marketing.

Coda chose Goodness because of its "strategic smarts, creative excellence and an understanding for the need to quickly adapt to the ever-changing world, without being weighed down by traditional agency silos," Martin said.

The Santa Monica, Calif.-based Coda will bring an all-electric car to market this year and the agency's first work is expected in the spring.

Goodness executive creative director Tom Adams said that the shop "couldn't be happier or prouder to be teaming up with Coda to end dependence on oil and usher in a new era of electric cars."

Previously, Coda used Droga5 in New York on a project basis. Droga5 worked on brand identification efforts and a microsite launched last summer, according to a client representative. The relationship began in February 2009 and ended five months later, the rep said.