• by Larissa Faw , March 1, 2018

Engine Group's content and entertainment marketing agency, Trailer Park, is expanding into insights and advisory services with the launch of a new strategy division named Marquee. 

This new division will tap into a national and real-time panel of media consumers to function like an advisory board. The participants on the board are paid for their time.

These insights, combined with additional consumer research and behavioral data, will then better expand Trailer Park’s capabilities to provide clients with "dynamic creative, campaign optimization and intelligence around platform monetization," says an agency spokesperson. Clients with custom needs will pay to access to the platform as a tool.

Jake Katz, senior vice president, strategy, Trailer Park will led Marquee joined by Ashleigh Edwards, the team’s brand strategy lead. 

In addition there are new hires, including Cristina Lucero, ex-Awesomeness TV, who has been named director, trends research and Peterson Berg, ex-Fullscreen Media, who been hired as a multi-platform strategist.

The new division will also distribute a series of products on an on-going basis, including weekly insights-led editorial as well as entertainment workshops and client residences that will provide on-site consulting and strategic planning services.

"This golden age of video has pulled players across the media landscape into original content, and we are already working across them to provide strategy in how entertainment momentum is built in this new attention economy," says Katz.

“The content landscape is changing and we are living in an era of more questions than answers,” said Rick Eiserman, North American chief executive officer, Engine Group. “Changing consumer behaviors are disrupting known best practices in how content goes to market. Under Jake’s leadership, Marquee will provide clients necessary consumer intelligence and strategic counsel around emerging best practices in the future of entertainment.” 

It should be noted that parent company Engine Group also offers research via its Cassandra division under ORC International, however, the spokesperson says  Cassandra primarily focuses on unearthing insights on Millennials and Gen Z consumers. Marquee in turn will provide advisory services to entertainment clients looking to navigate today’s entire media landscape.