Creative studio Los York has hired Nikki Peddie as head of brand partnerships, a new position. An experienced marketing and advertising leader with diverse national and international experience, Peddie brings to the independent creative studio a background in tech, entertainment and wellness marketing. A London native, Peddie started her career as an account director at global network agencies including Leo Burnett and AMV BBDO working on brands such as Sainsbury’s, the 3rd largest retailer in the U.K., McDonald’s and P&G, to name a few. For the past seven years she has been working within independent agencies in Los Angeles. Peddie joins Los York on the heels of its most successful year in its 10-year history. The shop expanded relationships with long-term clients while also welcoming amazing new brands to the mix; Motorola, Stellantis, Teva, Logitech, 23andMe, Under Armour and Disney topping the list. Peddie’s hire is the latest in a string of strategic additions that began last year including Jamie Samuel as brand partner focusing on the studio’s direct to brand partnerships, and global creative director Kevin Cabuli who arrived from Lola MullenLowe Madrid….
Musical instrument retailer Guitar Center has appointed Kristin Shane to serve as EVP, chief merchandising and marketing officer. Shane reports directly to CEO Gabe Dalporto and will oversee the integration of the marketing and merchandising functions to enhance the end-to-end customer experience. Shane will be responsible for product, promotions, visual merchandising, omni-channel experience and activations. Shane comes over from PetSmart where she was SVP, chief marketing officer, driving billions in incremental sales and market expansion. Previously, she demonstrated her merchandising prowess at Target as VP, merchandise manager for the beauty and personal care business…
SCHROM x Yacht Club and Be Electric Studios Launch Electric XR for Virtual Production
SCHROM x Yacht Club, a full-service live-action, tabletop, and postproduction company, has teamed with Be Electric Studios, a soundstage, equipment rental, and virtual production company, to launch Electric XR, a virtual production collective.
Industry veteran Thomas Rossano will lead the new venture, which provides advanced virtual production solutions across multiple facilities. He brings over 25 years of experience in live-action, tabletop, postproduction and talent curation to enhance Electric XR’s offerings as a resource for brands and agencies, as well as other production companies in need of virtual production solutions. Additionally Rossano continues to serve as EP at XR New York (XR-NY), a role he’s held since December 2022. SCHROM x Yacht Club originally established XR-NY to help provide XR services for third-party rentals. While XR-NY will continue to function independently for SCHROM X Yacht Club, it now operates under the Electric XR umbrella.
Rossano’s expertise spans producing live-action commercials, branded content, interactive and experiential content. In addition to leading Electric XR, he holds responsibilities at SCHROM x Yacht Club which include driving business development, collaborating with sales reps and expanding the company’s creative talent network. Rossano’s career includes serving as an exec producer at Hungry Man for about 11 years, right from that company’s inception. He then went on to become a partner at Station Film where he also had a lengthy tenure. Later he was a partner at PRISM. Then after the pandemic hit, he became a freelance EP for nearly two years, looking into opportunities in virtual production, which led him to XR NY and now Electric XR. Over the years, he has produced high-profile... Read More