Peter Jackson on digital Road

Gordon Paddison launches Stradella Road

Veteran studio marketing maven Gordon Paddison has launched his own shingle, Stradella Road, that has inked a multi-year pact with Peter Jackson’s Wingnut Films.

Stradella Road’s deal with Jackson calls for it to oversee digital brand strategies for all Wingnut entertainment products.

Paddison spent 14 years as head of new media and integrated marketing at New Line Cinema, where he worked with Jackson on “The Lord of the Rings” trilogy on campaigns that capitalized on the property’s rabid online fandom. Paddison’s pact with Wingnut was set by Jackson’s manager, Ken Kamins.

“This partnership is based on mutual respect,” Jackson said. “Gordon’s stewardship of the online social dialogue and new media campaign for ‘The Lord of the Rings’ trilogy was very impressive and contributed to the movie’s eventual success. He has the utmost respect for our fans.”

Paddison, who was named Variety‘s Integrated Marketer of the Year in 2005, also worked on the campaigns for the “Austin Powers” and “Blade” films and the summer box office hit “Sex and the City.”

Paddison said Stradella Road would focus on generating heat and early awareness for Wingnut products through a range of digital platforms and by taking advantage of other ancillary windows.

Social media has revolutionized the way consumers connect with each other and include brands in their life,” Paddison said.

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