Ad agency Media Storm this week announced the creation of Bolt, a new division focused on developing and implementing interactive and addressable TV advertising campaigns.
Bolt's first clients will be WE tv, Food Network and the MLB Network. Media Storm co-founder and managing partner Craig Woerz will serve as the unit's chief interactive officer.
The agency said it has run more than 350 individual interactive TV campaigns in the past seven years and formed Bolt to better target advanced-advertising opportunities. "Increasingly our clients have been asking for more opportunities that - while initiating with traditional TV spots - eventually result in much larger extensions of their brands," Woerz said in announcing the unit.
Media Storm, founded in 2001, is based in South Norwalk, Conn., and New York. Clients of the 65-employee firm include FX, Fox, NBC Universal, Showtime and 20th Century Fox, The Weather Channel, NFL Media, TruTV and In Demand.