Bcom3 backs future of television through new global interactive digital venture

Bangkok--Oct 26--Leo Burnett Bcom3 Inc., the Chicago-headquartered, parent group of Leo Burnett Worldwide, D'Arcy Masius Benton & Bowles, Bartle Bogle Hegarty, and Starcom MediaVest Group, among others, today announced its strategic investment in 'Spring Communications' - a recently established, London-headquartered agency dedicated to offering brand owners "best of breed" interactive digital television (iDTV) marketing services. Spring Communications will function as Bcom3's global "centre of excellence" for iDTV. In addition to servicing existing group clients, Spring will aggressively develop its own client base. The agency intends to partner with the most innovative broadcasters as well as co-develop content with programme and commercial production companies. Specifically, the agency will provide brand communications for advertising across all platforms, as well as long format content and games within the entertainment and music industry. From September 2001 the agency will be based in the Leo Burnett Building on Sloane Avenue in London, while operating independently of Burnett. Spring was co-founded by Marcus Vinton, formerly Executive Creative Director of Digital at Ogilvy London, and Chris Harrison, formerly Managing Director of Grey Interactive TV. Harrison will serve as Managing Director and Vinton as Chief Creative Officer. The extended agency team is currently being assembled and appointments will be announced shortly. Commenting on the announcement, Leo Burnett Worldwide chief operating officer Stephen Gatfield, speaking on behalf of Bcom3, said: "Bcom3 recognized some time ago that television was in the throes of a radical transformation. The Group has been looking for a dynamic, entrepreneurial team to seize the opportunities and exploit this dramatic evolution. What excites us about Harrison and Vinton is their brand-sensitive, consumer-centric passion for the future of this medium." Gatfield continued: "Leo Burnett once described television as 'the strongest drug we've ever had to dish out' and the recent deployments of digital television across Europe and more recently North America have revealed a repertoire of deeper potencies that reach beyond conventional advertising and marketing ideas." Marcus Vinton, Chief Creative Officer of Spring, said: "Interactive TV is now one of the only digital sectors with a steady uptake. As channels increase and a brand's on-screen presence fragments, digital offers a way of retaining and redefining the consumer relationship. "The creative work and strategic thinking within Bcom3 Group agencies is strong, with Burnett's London agency dominating the top industry awards during 2001. We're looking forward to working with some of the industry's best talent," added Vinton. "Interactivity at the brand level will only extend the advertising experience beyond mainstream media opportunities. The next five years are about the birth of the 30-minute ad, not the demise of the 30-second spot." Chris Harrison, Managing Director of Spring, said: "We will build upon our previous experiences to advance brand communication beyond its current form. We have been looking for an operational context where a real appetite to shape the future of televisual experiences exists. Bcom3 has a visionary approach that is ahead of any of the other groups we talked to. Our global positioning provides us with a wonderful opportunity to work with some of the world's most innovative brands." About Marcus Vinton Vinton resigned from Ogilvy as Executive Creative Director of Digital Communications in May 2001 to set up HV-B. Vinton is the recipient of numerous advertising and interactive awards including BTV and Cannes Gold Lions, Campaign Press and Poster Awards, and several D&AD nominations. He has been named a Campaign New Media Innovator and Hot Creative. Marcus is also a founder of the London Business School iDTV Forum. About Chris Harrison Harrison joined Grey Communications Group in May 1998 as Director of Interactive TV. He launched GiTV (Grey Interactive TV) in January 1999. At launch, GiTV was the UK's first full-service interactive TV agency and boasted clients such as LloydsTSB, Procter & Gamble, Cornhill, Music Choice, and Going Places. Harrison left GiTV to co-found Spring Communications with Vinton in June 2001. Harrison is also a founder of the London Business School iDTV Forum. About Bcom3 Bcom3 Group, Inc. is a leading global advertising and diversified marketing services holding company with more than 520 operating units in over 90 countries and more than 19,500 people worldwide. Agency brands under the Bcom3 umbrella include Leo Burnett Worldwide, D'Arcy Masius Benton & Bowles, Ayer, and Bartle Bogle Hegarty, as well as Starcom MediaVest Group, one of the world's leading media services holding companies, Manning, Selvage and Lee (public relations), Medicus (healthcare communications), and a variety of world-class specialist units. While headquartered in Chicago, Bcom3 is comprised of agencies that span the globe and serve some of the world's leading advertisers, including The Coca-Cola Company, General Motors, Nintendo, The Walt Disney Company, Kellogg, Procter & Gamble, Fiat, Philip Morris, M&M Mars, Philips, Maytag and Diageo. In addition to general advertising and media services, Bcom3 offers a wide range of marketing services to its clients, including direct, database and interactive marketing, sales promotion, multicultural, and sports and event marketing. For More Information Please Contact Junjira Pongpaisitti Jirawan Jeenwan Leo Burnett Ltd. Ph. 02 - 255 2356 End. -AN-

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