CAA Marketing has a new name: Observatory Marketing.
The rebrand comes half a year after private equity fund Stagwell Media acquired a majority stake in the Creative Artists Agency's entertainment marketing division. Though CAA retains a minority stake in the company, Observatory is now its own company.
The firm will be helmed by CEO Jae Goodman, who has been CAA Marketing's co-head and chief creative officer since 2006. The firm has won four Cannes Grand Prix awards and developed Emmy-winning work for Chipotle; it also worked on content-driven campaigns for Coca-Cola, GM, Diageo and others.
"Clients are really asking us to do more," Goodman says. He added that with interruptive advertising losing popularity, clients are looking for work "that draws in and engages an audience, rather than interrupt them."
The new name is meant to call to mind Observatory's place as a cultural observer and connectivity to global popular culture, Goodman says, noting that the firm can combine CAA's institutional knowledge with Stagwell's "digital-first agency ecosystem."