Will Packer Media Acquires Russell Simmons’ Agency Narrative

By Erik Oster 

Narrative, the creative and tech agency launched by Russell Simmons and Tricia Clarke-Stone in 2013, has been acquired by Will Packer Media, a newly-launched production company by Hollywood producer Will Packer (Straight Outta ComptonGirl’s TripRide Along). Will Packer Media was launched with backing from Universal Pictures and Discovery Communications and will have locations in New York, Atlanta and Los Angeles.

Financial terms of the deal were not disclosed.

Going forward, Narrative will function as the branded content arm of Will Packer Media, tasked with creating “episodic scripted and unscripted series across television and digital platforms,” for brands and “consumer-facing digital destination offering short-form content for millennial audiences,” according to a press release.


Agency co-founder and CEO Tricia Clarke-Stone will join Will Packer Media as head of brand studio. Alix Baudin, formerly senior vice president, general manager of digital operations at Scripps Network, joined the company as co-founder, president and chief operating officer, tasked with overseeing day-to-day operations, digital initiatives and growth strategy.

“Will has developed a flawless reputation over the past decade for creating entertainment that crosses demographics and influences the culture at large,” Clarke-Stone said in a statement. “We are excited to join this team, and to take the knowledge, creativity, and innovation that we’ve developed at Narrative_ to even more audiences and brands.”

“Our goal is to be the leading storytelling company focused on our core demographic of New American Mainstream audiences across multiple devices and platforms,” added Baudin.

Image Credit: IMDB