McCann sets up post-production operation

McCann Erickson has launched an in-house production facility called Chrome Digital.

It aims to develop new revenue streams for McCann by offering the agency's clients the opportunity to work closely with creative teams on ideas for new communications channels.

Chris Macdonald, the managing director of McCann, said: "Chrome Digital offers us and our clients the chance to think differently about the emerging communications landscape and enables us to push creativity across digital channels from our doorstep."

However, he added that the new department would not look to compete with post-production facilities.

Chrome Digital comprises four editing suites, an audio suite and a viewing room. Chrome Digital will offer standard and high-definition editing, sound design, 2-D and 3-D graphics and interactive applications including television and 3G mobile content.

The new department will be run by its joint managing directors, Carl Scott and John Perez, who previously worked at Abbott Mead Vickers BBDO in the agency's new-media and production departments respectively.

Scott said: "It's a fantastic opportunity to come to McCann and be able to make our vision a reality."

The facility has already worked on the Mastercard Brit Awards sponsorship idents, which won a silver at the British Television Advertising Awards this year.

The move to offer an in-house facility to clients follows a similar investment by AMV, which last November launched a facility called The Laboratory.

This was a development of AMV's new-media and Carbon Productions arms.

Earlier this month, Bartle Bogle Hegarty went head-to-head with the production and post-production industries by insisting on new contracts with suppliers. BBH wanted agencies, not production companies, to appoint editing facilties.

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