The move has been assigned in line with Framestore's changing role in the advertising process, reflecting the shift from supplier to strategic partner.
Collins's core remit as President of Integrated Advertising (Worldwide) is to oversee Framestore's ongoing evolution into a team of creative and strategic problem solvers that can capitalise on the company's Oscar-winning visual effects legacy.
To achieve this, Collins will focus on integrating Framestore's wide-ranging skill set whilst sourcing new hires, partnerships and technologies to deliver innovative campaigns more suited to the multiplatform landscape. He will also be responsible for leading communications across all Framestore locations (London, New York and Reykjavik).
"We are extremely proud of our heritage in delivering world-class VFX for commercials and films and we will continue to push the boundaries in these areas. We are also excited at the proliferating opportunities to collaborate with clients around the world to help them find other creative solutions to their problems. Our pioneering interactive CG work for Coca Cola's Polar Bowl campaign marked a major turning point in Framestore's evolution. This was our largest Super Bowl project to date and it lived online, rather than on TV.
We have always been in the business of combining creative artistry with technological innovation to create magic. My new role will ensure that Framestore remains one step ahead of the exciting opportunities that are emerging and that we continue to make magic happen."
Coca Colas Polar Bowl, during the 2012 Super Bowl, tasked Framestore with developing instant, real-time CG. To create such a 'world first', Framestore partnered with Blitz Games Studios as a way of merging Framestore's Oscar-worthy visual effects with Blitz's game engine expertise. Collins' new role will involve searching for fresh collaborators and technologies in order to replicate such successful partnerships.
Framestore's Co-Founder and Chief Executive, William Sargent, said: "Jon Collins has been with us a long time. There is no better man to champion and lead our work on multidimensional projects. His immense experience will further enhance Framestore's increasingly strong presence as a hi-end partner for multiplatform projects. He's also an extremely well connected individual who is ideally placed to attract new hires willing to share their insights into different areas of industry."
As part of Collins's new global strategy for Framestore, Jonathan Shipman, a digital producer with 25 years of experience, will become Head of Integrated Production for the company's New York operation. Shipman was previously Head of Integrated Production at McCann Erickson, where he was instrumental in establishing and growing the agency's integrated production offering for major brands including Dentyne, General Mills, Nestle Waters, MasterCard, Kohl's and Nikon, amongst others.
Collins joined Framestore over 15 years ago as head of production. He was soon promoted to Managing Director of Commercials before founding Framestore's New York office in 2004. The New York launch saw Framestore establish a highly successful transatlantic model. The office rapidly grew from four to 60 people and its reputation quickly drew some of America's top advertising talent, such as Wieden + Kennedy, The Martin Agency, BBDO, Crispin Porter + Bogusky. The company has gone on to win many of the visual effects industry's most prestigious awards.
Source: http://www.ukscreenassociation.co.uk/news/articles.htm?aId=3285
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