CAMPAIGN CRAFT: SPONSORED BY SVC - WPP launches own production house

WPP Group is to launch its own post-production house, the Farm, marking the global communications group’s first investment in the sector. The Farm has been founded in partnership with Nicky Sargent and Vikki Dunn, respectively the former managing director and group sales director of Molinaire, a leading television post-production house.

WPP Group is to launch its own post-production house, the Farm,

marking the global communications group’s first investment in the

sector. The Farm has been founded in partnership with Nicky Sargent and

Vikki Dunn, respectively the former managing director and group sales

director of Molinaire, a leading television post-production house.



The new company already has premises in Soho Square, which are being

fitted out with facilities, while Sargent and Dunn are recruiting

operators and backroom staff. The Farm plans to be open for business in

late October.



Sargent said: ’WPP is a large, stable and successful group but it has no

presence in the post-production market so there are no preconceived

ideas. WPP invests in people and then lets you get on with what you’re

good at.’



WPP is banking on the fact that demand for broadcast facilities is

likely to grow with the expansion of digital terrestrial and satellite

TV over the next ten years.



Sargent denied WPP advertising agencies, which include Ogilvy & Mather,

J. Walter Thompson and Lansdown Conquest, will be obliged to use the

Farm’s facilities. She said: ’There is an opportunity for group synergy

but we are not assuming anything.’



There has been much speculation about the plans of Sargent and Dunn, the

Farm’s chief executive and managing director, since they left Molinaire

in January.



Sargent added: ’Post-production is highly competitive but most of the

companies in London are run by operators, lawyers or accountants. This

is the first to be launched by marketing people. We will emphasise

client service and a pleasant environment. We intend to be fashionable

so the commercials market will want to try us out.’



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