LOS ANGELES, Calif. – The Petersen Automotive Museum has appointed a new chief marketing officer. Adam Langsbard, who joined the Petersen team at an instrumental time for the museum as it undergoes a dynamic transformation from the inside out, is responsible for all marketing operations including sponsorships and partnerships, advertising, creative direction, public relations and digital media.
"As we work toward becoming one of the world’s most exciting automotive destinations, it’s important we have the right team in place," said Petersen Executive Director Terry Karges. "Adam’s experience in entertainment, interactive and advertising industries and his innate ability to find long-term partners will help the museum tell the stories of the people and machines that have changed the world. This addition to our team is vital as we grow to the next level."
With deep roots in the entertainment and Internet industries, Langsbard’s resume includes director and vice president roles at agencies and studios such as Sony, Paramount, New Line Cinema and 20th Century Fox. Key accomplishments include helping to launch and manage Fox’s Branded Entertainment division, managing Sony’s promotions department, crafting Paramount’s first corporate website and launching the DVD platform alongside Toshiba, Phillips and Panasonic. For more than six years, Langsbard also owned King+Lang Media, where he developed marketing and promotional content for entertainment and Fortune 1000 clients.
In only his first few weeks at the Petersen, Langsbard has developed and secured sponsorship deals with major manufacturers. A new exhibit, coming to the Petersen in November, will feature Kia show cars inspired by the Super Heroes of DC Entertainment’s Justice League: Superman, Batman, Wonder Woman, Green Lantern, The Flash, Aquaman and Cyborg. The seven-vehicle collection, which includes a customized Kia Optima, Optima Hybrid, Soul, Forte Koup, Forte5, Rio 5-door and Sportage, was commissioned in support of DC Entertainment’s "We Can Be Heroes" giving campaign, a charity dedicated to fighting hunger in the Horn of Africa.
"This couldn’t be a more exciting time to be working at The Petersen," said Langsbard. "The museum is gearing up for a transformation that will make it one of the most talked about architectural stories since the Disney Concert Hall. The museum experience inside will be just as stunning. I’m looking forward to working with agencies, OEMs and corporate partners to help the Petersen emerge as the cornerstone of Museum Row and the Miracle Mile in Los Angeles."
Langsbard also helped the Petersen’s annual fundraising goal by establishing partnerships and branded sponsorships, including a new relationship with one of the fastest-growing automotive brands and heritage icon, Jaguar.
In late November, the Petersen will open a Jaguar-themed exhibit, "Automotive Icons Re-envisioned," in honor of the British luxury brand’s new F-TYPE sports car. The Petersen and Jaguar will continue to work on other exciting elements due out later next year – more details to follow shortly.
To find out about upcoming events at the museum or for more information, visit www.petersen.org.
