Digitas Gets Into Creative Production With Prodigious
- by Gavin O'Malley @mp_gavin, May 2, 2007
To kick things off, the new production company is launching with the Digitas digital production team for General Motors as its anchor client.
Corey Torrence will lead Prodigious as president. He was recently recruited by Digitas and is a veteran of three companies in the digital, database, and outsourcing categories--Epsilon, Creditek, and Invoke Solutions. He will report to Digitas Chairman and CEO David Kenny.
"Launching Prodigious fulfills an important goal that we've had since joining Publicis Groupe earlier this year," said Kenny. "Its formation allows us to share Digitas' digital technology and production skills with other agencies in the Publicis Groupe to create scale."
Publicis sent the agency world into a tizzy late last year when it agreed to absorb online and direct marketing shop Digitas for $1.3 billion.
Torrence said of his new team: "I'm particularly thankful for the partnership of Neal Prescott, executive vice president, Technology Enablement, Digitas, and Erin Quill, senior vice president, Delivery Management, Digitas."
Scale has become a top priority for clients as the Web increasingly gives brands the ability to execute global campaigns.
"Scale production is a critical need across our entire client base and on every continent where we serve clients," said Marc Landsberg, President of Arc Worldwide. Today, Arc and its rivals are "facing almost limitless demand for robust, scalable, technology-enabled marketing solutions," he added.
Added Tom Eslinger, Worldwide Interactive Creative Director at Saatchi & Saatchi: "The world of digital communications is shaped by excellence in two important areas: the strategic and creative excellence in shaping the digital message, and the ability to produce and execute that message."
