LOS ANGELES Matt Bonin, a five-year Crispin Porter + Bogusky vet, has accepted the newly created position svp, director of integrated production at Trailer Park here, effective Sept. 1.
In the new role, Bonin, who's 36, will provide strategic guidance and oversee Trailer Park's production services, which span areas such as digital, design and film.
"For our head of integrated production, we were recruiting someone who had a great deal of broadcast and video experience, who had worked with high-caliber creative talent [to produce] award-winning work," said Rick Eiserman, CEO of Trailer Park.
The ideal candidate also needed to have deep, diverse agency experience. Bonin was a good match, having worked at Madison Avenue shops DDB and Young & Rubicam before bolting to Crispin's Boulder, Colo., office, where he built an integrated production department of 100 employees. "Unlike at a traditional agency where you're managing outside vendors, here he'll be indirectly overseeing 200-plus people," Eiserman explained.
That's because all of Trailer Park's "vendors" are in-house: It's the industry's largest agency/production hybrid, which means it has production capabilities that most shops farm out. Owned by private equity group Lake Capital, entertainment and non-industry clients are managed through the company's Trailer Park Entertainment and Trailer Park Studios divisions. The latter is increasingly taking on advertising and marketing assignments, and recently won the Orbitz business.
Bonin spent some time in Crispin's Miami office before moving to Boulder, where he was vp, integrated head of video and worked on accounts such as Burger King, Volkswagen and Microsoft. In Trailer Park, he sees "a familiarity about solving marketing problems in an integrated way."
"Crispin tried to reach all the consumer touch points a brand could have. There's so many places you can reach people or continue that conversation -- TV or radio or outdoor, retail, mobile," Bonin said. "At Trailer Park, I saw a similar mentality, only they've taken it a step further through the strength of their entertainment marketing infrastructure. They have access to directors and they can craft content in-house. They edit it, they have music and CGI capabilities and make it ready for broadcasting."
Trailer Park was recently tapped to handle creative chores for travel service Orbitz, succeeding IPG's Mullen on that assignment.