Television gets creative with its latest heavyweight appointment
= May 20, 2005, 4:42 am
Author = Zip Television
Industry = Media
Summary = Zip Television, today announces the appointment of Richard
Adams as its new Creative Director.
Body = Adams, a former Creative Director at YooMedia, has over ten
years interactive TV and mobile entertainment experience. His creative
responsibilities will encompass much of Zip’s core business
including: research, TV programmes and future interactive ad
campaigns. His addition to the senior management team is in keeping
with Zip’s long-term strategy of creatively propelling the
interactive TV industry forward, maximising interactive TV opportunities
and building added value into branded content.
Adams has a
clear idea of the potential at Zip. “As one of five members
of the senior management team, my job is to move Zip forward creatively
for new and emerging media – using creative to benefit the
client.” Adams goes on to say: “Zip’s potential
is enormous as it moves towards more branded content and convergence.
There are some fantastic creative opportunities for branded content
in the interactive market, which will really grab the consumers’
attention. I am really looking forward to helping grow a company
that has a fresh, positive outlook and limitless creative possibilities.”
Donna Barradale, Managing Partner at Zip, Adams’ appointment
shows Zip’s determination to push the creative boundaries
in the interactive industry.
“Richard Adams will be invaluable to Zip’s growth within
the industry. Not only does he possess vast experience in the interactive
TV world, but his knowledge of the
mobile entertainment market will be extremely beneficial as the
industry moves into a more converged environment.”
Adams has been
involved in interactive TV since the early nineties. More recently
he was Creative Director at YooMedia working on dating, chat, games
and mobile to TV interaction. He is a published author on interactive
media, a regular on the speaking circuit worldwide and a Visiting
Professor of Digital Media at Salford University.
Adams sees the
industry’s biggest challenge is its ability to get grips with
the rapidly changing market and developing effective campaigns that
possibilities inherent in new media. He is passionate about content
that exploits interactivity to tell a story in an innovative way
and is increasingly frustrated with those that don’t exploit
convergence and technology to its fullest.
The new Creative
Director has high hopes for the future of the interactive TV industry,
saying: “We are moving into the era of personalised TV: content
will follow the viewer around and change dependant on how content
is being accessed.” He believes the international markets
is a real opportunity for growth and says: “The UK is a fairly
established market for interactive television, so we at Zip must
concentrate on the growth in external markets. In the US and the
Far East, there will be an explosion of growth and we need to be
aware of how best to tackle these markets."
About Zip Television
Zip Television specialises in the creation and measurement of new
TV advertising models in a changing digital and interactive TV landscape.
The company is shaping the future of television by developing new
products and services that benefit its clients and support the growth
of the industry.
Zip has a detailed
working knowledge of the digital and iTV landscape in the UK, forming
partnerships with the major broadcasters and digital platforms.
skills are founded on years of interactive media and creative experience,
combined with data planning and analysis.
client base represents 40% of the TV advertising spend of the top
50 UK advertisers and includes: Honda, Orange, Unilever, Reckitt
Benckiser, BT, Gillette,
Masterfoods, Daimler, Chrysler and UIP. These advertisers are taking
an active role in the evolution of the TV advertising industry,
sharing insight and learning to
exploit the brand opportunities that digital and interactive TV
T: 0845 408 2031
Web Site = http://www.immediatefuture.co.uk
= 0845 408 2031
Back to previous
Back to home page...