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. Super-Glue 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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