The new venture unites Qi Commercials' satellite arm, Baggy Shorts, and the Golden Square division Disqo. It aims to offer creative and production expertise for digital agencies, producing virals and video content for rich-media digital campaigns. It will also include ads for both mobile phones and the internet.
The joint venture has already collaborated on the recent Home Office "child protection on the internet" campaign, created by Profero.
Gash said: "A production company linking itself with a facilities house is a sensible approach to help agencies unravel production problems that will be unique to the digital platforms."
Ewan MacLeod, the Golden Square co-founder, added: "Clients are asking more of their online marketing in the face of competitors who have raised the creative bar. Consumers are demanding more interesting content thanks to the growth of video-sharing sites. No-one in traditional commercials production was offering to service this need."
Gash, who co-founded Large, formed Qi Commercials in June last year.
- Comment, page 52.