Bcom3 has put its financial backing behind a new interactive
digital TV marketing company called Spring Communications. The outfit
will be run by Marcus Vinton, formerly the executive creative director
of digital at Ogilvy London, and Chris Harrison, formerly the managing
director of Grey Interactive TV.
The new agency will be dedicated to offering brand owners "best of
breed" interactive digital TV marketing services. It will operate
globally through the Bcom3 network.
Harrison will serve as managing director and Vinton as the chief
creative officer. The headquarters will be at Leo Burnett's Chelsea
Bcom3, the Chicago-based parent group of Leo Burnett Worldwide, D'Arcy,
Bartle Bogle Hegarty and Starcom MediaVest Group, will initially own a
minority share in the business but is aiming to become the majority
The new agency will function as Bcom3's global offering for interactive
digital TV but will primarily focus on Leo Burnett.
Stephen Gatfield, the chief operating officer for Leo Burnett Worldwide,
said: "The closest relationship from the outset will be with Leo Burnett
- but Spring will be available to all the agencies within Bcom3. We've
got client demand and we think it's an important area."
In addition to servicing existing group clients, Spring will be seeking
to develop its own client base. The agency intends to provide brand
advertising across all platforms and to partner with broadcasters as
well as to co-develop content with programme and commercial production
Gatfield said: "Bcom3 recognised some time ago that TV was in the throes
of a radical transformation. The group has been looking for a team to
exploit this dramatic evolution."
Vinton added: "Interactive television is now one of the only digital
sectors with a steady uptake. As channels increase and a brand's
on-screen presence fragments, digital offers a way of retaining and
redefining the consumer relationship.
"The next five years are about the birth of the 30-minute ad, not the
demise of the 30-second spot."