Trailer Park (US)

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Trailer Park is a leading movie and TV trailers producer, now once again a standalone entity after several years under the umbrella of marketing services group Engine. It claims to be the America's biggest entertainment marketing & content agency. Trailers make up the largest proportion of billings, and the company works for all the major studios. Satellite units include digital agency Art Machine and experiential specialist Mirada. For a while there was also Testa & Partners, a joint venture with Italy's Armando Testa agency, and a London outpost of Trailer Park opened in 2016. MXW Studios in London was added in 2021. Owned since 2005 by private equity investor Lake Capital, Trailer Park moved beyond the entertainment industry in 2010 by acquiring advertising boutique Goodness Mfg, launched three years earlier as a breakaway from Crispin Porter & Bogusky. Trailer Park and Goodness Mfg continued to be run as sister companies, offering a full range of digital and film-based creative and production services under the management of former senior Y&R executive Rick Eiserman. In 2014, Lake Capital also took control of the UK-based marketing group Engine, and injected its existing US marketing operations into the business. At around the same time, the founder directors of Goodness left the company (most joined crosstown rival Deutsch), and that unit was subsequently absorbed into Engine's Deep Focus digital business. Trailer Park remained separate, despite increasing pressure to rebrand under the uniform Engine brand. Eiserman moved up to become CEO of Engine North America in 2018 and was succeeded at Trailer Park by Zihla Salinas. They swapped those roles the following year. Eiserman is back as CEO of Trailer Park Group. In a major change of strategy, owner Lake Capital put Engine up for sale in 2021. Trailer Park was acquired by management with backing from private equity fund Erie Street (another venture of Lake Capital's founder Terry Gaunke) and Origami Capital Partners.

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Capsule checked 23rd March 2022

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