• by Gavin O'Malley  @mp_gavin, October 7, 2009

Interactive media agency Media Storm has launched a new division focused solely on developing and executing campaigns using interactive television, addressable advertising, and video-on-demand platforms. Named BOLT, the division's first clients include WE tv, Food Network and the MLB Network.

To date, Media Storm iTV applications run over 350 individual campaigns, according to Craig Woerz, co-founder and managing partner at Media Storm.

"We believe that now is the time to break out this medium and assist clients held back by traditional agencies," said Woerz, who also will serve as BOLT's chief interactive officer.

"Our clients have been asking for more opportunities that -- while initiating with traditional TV spots -- eventually result in much larger extensions of their brands," he added.

Campaigns developed by BOLT will aim to make TV a more actionable media, while delivering ROI driven by behavior.

Founded in 2001 and based in South Norwalk, CT and New York City, the agency's client list includes FX, Food Network, Fox, NBC Universal, Showtime and 20th Century Fox.

Earlier this year, Media Storm created a new management tier by increasing the roles of five of its senior executives. Continuing to report directly to Woerz and fellow co-founder, Tim Williams, Jenine Kelly, Chad Urice, Jamie Melecio, Marc Klatzko and Gregg Rothberg were all promoted to the position of managing director. As part of the deal, said Woerz, the existing team would now be "pursuing new creative avenues of revenue generation."