CAMPAIGN-I: HHCL and Cylo team up for interactive venture

HHCL & Partners and the TV production company Cylo have formed a strategic alliance to produce interactive television commercials.

HHCL & Partners and the TV production company Cylo have formed a

strategic alliance to produce interactive television commercials.



Cylo will work with HHCL to train its planners and creatives so they are

equipped to include interactive elements in a campaign at the start of

the development process.



HHCL is actively talking about interactive possibilities with a number

of its clients, which include the AA, Iceland and Guinness, but, as yet,

it is not ready to announce any concrete plans.



Cylo’s clients, which include Yes TV, BT and NTL, are now likely to work

with HHCL in the interactive arena. Cyclo’s work for NTL has seen it

develop microsites for Volvo.



Emma Jenks, the head of alliancing at HHCL, said: ’Both sides will work

on clients’ briefs together. They will be in at the first stage and we

want Cylo to infiltrate the whole agency with its knowledge so that

everyone is in a position to produce work in this new area.’



Alice Macinnes, the director of technology and development at Cylo,

added: ’Most people see the interactive element as a bolt-on, but the

best interactive ideas and content created are in mind from the first

stage.’



HHCL is one of only a few UK ad agencies to have announced interactive

TV plans. Most recently, BMP DDB launched an interactive television

agency, BMPTVi.



According to Jenks, the alliance with Cylo is the first of many: ’We are

creating alliances across a broad spectrum to help us produce the most

exciting work for our clients.’



Cylo, which relaunched a month ago out of the merger of Branded Films

and the US production company The Atherton Group, has been developing

its interactive capabilities for two years.



Cylo is owned by Julie Atherton, her sister Susie Brooks-Smith, who is

the UK managing director of Cylo, and the director, David Smith.



It has offices in London, New York, Los Angeles and is in the process of

opening a fourth in Sydney.



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