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.”
According to 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 exploit the 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. The team’s skills are founded on years of interactive media and creative experience, combined with data planning and analysis.
Zip’s 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 provides.