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
HHCL is one of only a few UK ad agencies to have announced interactive
TV plans. Most recently, BMP DDB launched an interactive television
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.