Campaign Craft: The End opens London office to start European expansion

The End, the US commercials production company, has officially opened a London office to spearhead its European expansion.

The End, the US commercials production company, has officially

opened a London office to spearhead its European expansion.



The UK office will be headed by Deborah Lotherington, who has worked as

a directors’ rep for two production companies, Partizan and Stark Films,

as well as producing programmes for the video magazine, Shots.



Lotherington, the London End’s executive producer, is representing the

company’s US roster, but plans to sign up at least two local directors

this year. She acknowledged the difficulties experienced by similar US

ventures in the UK, but insisted: ’We are taking a sympathetic,

strategic approach and see ourselves as a local outfit with US

resources.’



The company’s six US directors include Zack Snyder, who has made

commercials for brands such as Citroen and Lynx, plus Peter Martinez,

Marcus Raboy, Clay Staub, Anouk Besson and Neil Pollock.



The End, which has its roots in music video production, has already

signed up two European directors, George Jecel, an Austrian, and Heiko

Hagemann, from Germany. British directors are expected to join the

roster soon.



Lotherington believes that with ISDN, conference calls and transatlantic

travel, distance will not be an obstacle for US directors in the UK. She

said: ’London is revered as the epicentre of all that is good in the

industry.



We can offer access to the US market.’



The UK office is a joint venture between the End, which has been in

operation for five years, and its holding company of the past two years,

Harmony Holdings, the owner of Harmony Pictures, which in the US has

also operated as a production company in its own right for the past 17

years.



Rick Beiber, the executive producer of Harmony Pictures in Hollywood,

said: ’We want to be an integrated media company with an international

perspective.’ Harmony Pictures has signed a deal with HIT for the

distribution of six feature films over the next three years. Selected

directors on the rosters of both the End and Harmony Pictures are likely

to benefit.