Broadband take-up leads Glue to launch interactive film arm

The digital advertising agency Glue London is forming a specialist unit that will create interactive film and content for use on the internet.

Called SuperGlue, the division is launching with an unnamed financial services client and is currently working alongside the production company, Arden Sutherland-Dodd. It plans to work with various production partners in the future.

The launch is Glue's response to the increasing consumer take-up of broadband.

Glue believes broadband, because of its speed, will enable digital advertisers to provide deeper content, such as interactive films.

Mark Cridge, Glue's managing director, has appointed Simon Cam, a producer at Glue, to establish the agency's new unit.

Cam will create the new team by hiring staff from the traditional post-production world to work alongside interactive experts, who will be brought in from the digital industry.

Cridge said: "Launching SuperGlue allows us to focus and invest in the further development of our already award-winning interactive film expertise.

"There is now irrefutable evidence that broadband is beginning to lure audiences away from television. SuperGlue will ensure that advertisers are able to benefit from the natural and inevitable convergence between passive television commercials and the interactive nature of the internet."

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