Global Entertainment Marketing Leader Scales International Presence; Bolsters Strategy, Integrated Marketing Services, and Experiential to Accelerate Expansion
Trailer Park Group, the global leader in entertainment marketing and content production, today announced the acquisition of London-based creative agency, MXW Studios (“MXW”). The move scales Trailer Park Group’s London office and international presence, as well as reinforces its strategic and integrated marketing services capabilities for worldwide entertainment clients, including Netflix, Disney, YouTube, and HBOMax.
Founded in 2014, MXW brings a suite of services including marketing strategy, branded content and campaigns, and immersive experiential offerings to Trailer Park Group. The firm’s work for the world’s leading studios and streaming platforms comprises IP development and B2B corporate storytelling through to large-scale activation ideas and unique consumer experiences.
MXW founders Ian Mackley and Maria Walker will co-lead Trailer Park Group’s London office, reporting to Trailer Park Group CEO, Rick Eiserman. The MXW staff will transition into Trailer Park Group’s international hub in central London over the coming months, combining best-in-class creative talent from both organizations. MXW will retain its brand identity in the near term, operating as a Trailer Park Group company.
As part of the deal, MXW will expand its US presence inside Trailer Park Group’s offices on Hollywood Boulevard to support the growing international needs of its Los Angeles client base.
“MXW is a strategically-led creative agency that brings exceptional, high-quality, and elevated end-to-end design services,” said Eiserman. “We are thrilled to welcome Maria, Ian, and the MXW team to Trailer Park Group, as we scale our offering to meet the needs of global clients and create integrated campaigns that are culture-defining.”
Since its founding in 1994, Trailer Park Group has remained nimble and forward-thinking in its approach to the changing entertainment marketing landscape and counts many of the world’s largest media and technology companies, networks, studios, and streamers among its longstanding client partners. Known for its powerhouse creative production capabilities that move at the speed of culture, Trailer Park Group recently received 40 Clio Awards nominations and was nominated for Global Agency of the Year by Promax for its Design and Digital division.
“Trailer Park Group lives at the intersection of content and culture,” said Maria Walker, Co-Founder, MXW. “We are excited about the cultural alignment and united vision for the future of our combined organizations, as we work with entertainment clients to turn stories into brands and audiences into fans.”
Ian Mackley, Co-Founder, MXW added: “MXW saw phenomenal growth in 2021 and we look forward to this next chapter – creating new, shared opportunities for our team and clients – including an immediate on the ground presence in Los Angeles which already delivers over 50% of our business turnover. We have long admired Trailer Park Group’s exceptional creative production capabilities and Hollywood legacy, and we are excited to have MXW join the family.”
The move comes on the heels of Trailer Park Group’s recent investment from Erie Street and Origami Capital. The arc acted as an advisor to MXW Studios on the transaction and K&L Gates acted as an advisor to Trailer Park Group.
PHOTO CREDIT: MXW’s Ian Mackley and Maria Walker (Photo by Khonnan Harsono)
ABOUT TRAILER PARK GROUP
Trailer Park Group is the industry leader in entertainment marketing and content production, with locations in Hollywood (HQ), New York, London, and Mumbai. Launched in 1994, Trailer Park Group provides best-in-class creative, production, strategy, and social/influencer expertise across AV/content (Trailer Park), design (Art Machine), and live-action/experiential (Mirada), as well as gaming, music, sports, and brand clients. For more information, please visit trailerparkgroup.com.
ABOUT MXW
MXW is a creative agency that brings brands to life in ways that audiences love – from reimagining Back to the Future for the 21st century or recreating Jim Henson’s Dark Crystal in fantastically nerdy detail. A big strategy, a pitch-perfect presentation, or the one idea that makes everything click. MXW is trusted by leading entertainment clients all over the world, including The Walt Disney Company, Netflix, and Universal. For more information, please visit mxwstudios.com.
ABOUT THE ARC
The arc is a management consultancy dedicated to entertainment agencies. Launched in 2020, the arc specializes in growth advisory, leadership coaching, and M&A on both buy and sell-side.
For more information, please visit wearethearc.com.