Purpose-led Agency Good Things Launches in Austin

Former AEG and Live Nation executive Caroline Frye Burruss has launched Good Things, a purpose-driven agency specialising in brand strategy, experiences, and events across music, lifestyle, and entertainment. The company also plans to develop and produce its own IP and large-scale events.

Good Things has already hit the ground running with a roster of clients that includes Wicked Kitchen, which last summer ushered in the largest plant-based brand rollout in US grocery history. Good Things is executing Wicked Kitchen’s partnership with Support + Feed, a non-profit organisation that is tackling food insecurity and has launched 'The Pledge' to eat one plant-based meal a day for 30 days. The agency is also currently working with Climate Control Projects to develop the brand identity, partnership, and revenue strategy for a two-day climate action concert featuring musical performances from a diverse array of artists, immersive on-site activations, video content, and other features. More details will be announced soon. 

“Good Things is the culmination of all my experiences, learnings, and relationships working at the crossroads of branding and entertainment,” says Caroline, who previously held VP roles at AEG Live, Live Nation, and Austin City Limits Live. “The time was ripe for me to harvest it all by establishing an experience-focused agency dedicated to innovating how brands connect with Gen Z – and the purpose-driven values of the modern ethos of consumers. It’s been so energising being on calls with so many clients who are genuine and making bold moves to point their brand in the direction of social good.” 

A veteran brand marketer with more than 25 years of expertise in live events, audience experiences, sponsorship, and branded integration, Caroline has worked with Red Bull, Toyota, Titos, Brown Forman, Kellogg’s, Converse, PlayStation, Bose, Sirius XM Radio, YouTube, Estee Lauder, Twitch (Amazon), and Yahoo!, among countless other brands. As VP, Global Partnerships at AEG Live, Caroline led cohesive brand sponsorship and sales strategy for a national music property portfolio, including 20+ music assets, 13 music festivals, and seven nationally-recognised venues. Before that, she held VP roles at Live Nation Entertainment and Austin City Limits Live, spearheading sponsorship, media sales, and streaming deals. 

Caroline has brought on a supergroup of industry talent to head up Good Things. Assuming the role of VP/executive producer is Danielle Thomas. She brings nearly two decades of experience producing live events, concerts, and brand experiences, collaborating with such clients as Marvel, YouTube, A24, Netflix, Warner Bros., Facebook, and Pandora, among others. As director of events at Alamo Drafthouse Cinemas, Thomas spearheaded some of the iconic theatre chain's most famous events, including “JAWS on the Water.” Before that, she ran her own event production and experiential marketing company, Big Green House, where she helmed the Red Bull MoonTower, the brand’s largest live music event as director of entertainment.

Another exceptional addition to the Good Things leadership team is creative director Kathlene Linehan, who brings 25+ years of experience working in marketing and advertising. As the new media creative director at Warner Bros. Records, she helped create the grassroots 360° viral campaign for Madonna’s Confessions on a Dance Floor album release. In addition, she produced more than 75 websites, mobile apps, and e-commerce platforms for Warner Bros. Records artists, such as Green Day, Josh Groban, Metallica, Michael Buble, Paul Simon, Eric Clapton, Seal, My Chemical Romance, Avenged Sevenfold, Mastodon, H.I.M., and The Flaming Lips. Her other notable campaigns working at top design firms, agencies, and dot coms include a Times Square digital campaign for Spotify/Hulu, as well as the launch of Tommy.com for Tommy Hilfiger. 

Rounding out the team, Jamie Flynn joins as chief of staff, bringing extensive credentials in personnel recruitment and program management from working at such agencies as TBWA Chiat/Day and GSD&M, and production company @Radical.Media. Jamie and Caroline originally worked together helping to build Austin’s premier music and event venue, Austin City Limits Live, at the Moody Theatre, nationally known as the host of the longest-running music series in television history. She is also a founding partner of a full-service advertising and production company in Austin. 

“The collective experience Good Things brings into the fold is nothing short of remarkable,” concludes Caroline. “Everyone on this team has all played at the top of their game across a wide range of industries and specialties that are important to brands. But more importantly, we share a penchant for the greater good. Our sights are set on something bigger than a business. We want to be agents of purpose and change, and we’re all-in on doing it with grit, hustle, and innovation.”