CAMPAIGN CRAFT: Leading US production house unveils European base in UK

The Underground, one of the leading US commercials and music video production conglomerates, has stepped into the European market by opening up in London.

The Underground, one of the leading US commercials and music video

production conglomerates, has stepped into the European market by

opening up in London.



The company’s shareholders are the US founders, Jeff Sachs and Andy

Rosen, plus Chris Blackwell, founder of the Island music empire, and Don

Block, owner of the GLG network of commercial production companies.



The Underground first set its sights on Europe earlier this year when it

formed a representation deal with Fat Fish Films. This deal, no longer

in operation, was for Fat Fish to act for the Underground’s 14 US

directors. The new London office is now working with eight of the 14

Americans plus four British-based directors.



The London arm is headed up by the producer, Hannah Quarmby, 28, who

worked with the Underground at Fat Fish, and 24-year-old Katya Baker,

whose background spans PR and the music business. Baker is also the

daughter of the veteran producer and former head of television at

Saatchi and Saatchi, Jim Baker.



Baker and Quarmby are confident that the new venture will succeed. ‘This

is not a gamble - we have very definite goals,’ Quarmby said.



The eight US directors include the animator, Chel White, whose

commercial credits include spots for Adidas and Coors Red Light, and

Floria Sigismundi. Both appeared in the Saatchi and Saatchi new

directors’ showcase at Cannes this year.



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