CARLTON ACTIVE HATCH NEW iDEA FOR iTV

CARLTON Active have announced a new initiative for sharing the company’s expertise in interactive television (iTV) advertising.
The initiative, iTV Development and Education Alliance (iDEA), will enable agencies to share the iTV knowledge and skills that Carlton Active have developed since their formation in 1999.
Aiming to give agencies the competitive edge that will place them at the forefront of the fast moving digital landscape, the initiative will be targeted at all levels within an agency, from the CEO to the planners. With the goal of furthering expertise in the creative, technical and commercial issues associated with iTV advertising, Carlton Active will work closely with agencies on an individual basis and offer tailor-made workshops that will address their specific requirements and those of their clients.
Peter Birch, Carlton Active's Commercial Director, said: "iTV is in its infancy and there is a definite need to foster relationships that will create lasting foundations for its future development. iDEA will encourage the shared understanding and learning necessary to exploit the exciting potential of interactive advertising.”
Birch said that given their experience in creating both interactive content and commercials for ITV, Carlton Active were 'uniquely positioned' to drive forward this initiative.
Agencies will be able to gain access to case studies and shared research to help them develop iTV advertising strategies.
With a limited number of places available on the programme, Carlton Active say discussions are already underway with a number of agencies.
Carlton Active have already created iTV advertising for market leading companies such as Unilever, SmithKline Beecham, Virgin Mobile, Proctor & Gamble, the AA, Onken and M&G Financial Services.
Carlton Active created the first-ever iTV commercial for Colman's, which aired recently on ITV. (SP)