CRAFT: Dave Stewart joins Simon Wells start-up

Initial, the independent production company which is part of the Guardian Media Group, is setting up a commercials production arm headed by Simon Wells, the ex-head of TV at WCRS.

Initial, the independent production company which is part of the

Guardian Media Group, is setting up a commercials production arm headed

by Simon Wells, the ex-head of TV at WCRS.



Initial Commercials starts up with three directors on its roster - Dave

Stewart (formerly of the Eurythmics), Titus Ogilvy and Andrew Margetson.

All three are relatively new to commercials directing, although Stewart

has created a promotional film for BT and a press campaign for Russell

Athletic.



Wells, who left WCRS in January, is also planning to take the new

company into advertiser-funded programming. ’Once digital TV launches in

May, broadcasters will have to look even more seriously at the way they

fund programmes,’ he said. ’Ad agencies are the custodians of a brand

and, as things move forward, I can provide the bridge between TV

companies and agencies.’



Initial made its name with the 80s music programme, the Tube, and has

more recently been responsible for Channel 4’s the White Room and

television coverage of the Brit Awards and the British Fashion Awards.

The company is behind the Pepsi Chart Show, an advertiser-funded music

programme which is due to appear on Channel 5 early next year.



Since leaving WCRS, Wells has produced the fly-on-the-wall ’friends and

family’ series of commercials for BT with Abbott Mead Vickers BBDO, in

which BT competition winners are filmed enjoying themselves in exotic

locations. He started his career in the television department at J.

Walter Thompson, then worked at Lowe Howard-Spink for two years and,

after a short time at Bartle Bogle Hegarty, was poached to become head

of television at WCRS, where he remained for eight years.



Wells is looking to recruit someone to represent Initial’s three

directors.



He met Stewart when he created the music for WCRS’s BMW ’scales’

spot.



’Dave is an all-round artist. He is clever visually and is good at

bringing sound and vision together,’ Wells said. ’He is pragmatic and

easy to work with because he listens.’



Margetson’s TV credits include Big Breakfast, Hotel Babylon, Passengers

and the Rough Guide series. He has directed promos for artists such as

Sting and De La Soul and made commercials for Kellogg’s and

Nesquick.



Ogilvy was an assistant to John Lloyd at Limelight and has been

directing for television since early 1995.



Initial is part of the Guardian Media Group’s Broadcast Communications

division, which also houses Bazal, a production company responsible for

a range of lifestyle programmes.



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