Quantel Quality, Clipbox Power
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- Soho Independent, December 2000
“I'm amazed at some of our competitors. Rather than throw stones at us, they should sit down and think 'why is Liberty doing this?'” Mark Hewitt has been looking into his crystal ball. The MD of post-production house Rushes sees a future as little as a year away in which he and only two of his competitors will be so far ahead of their Soho neighbours, the others stand almost no chance of catching up.
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Only Liberty and a couple of competitors (including German firm Das Werk, which is looking at buying Soho commercials expert Glassworks) have grasped what iTV will mean, Hewitt reckons. “Within a couple of years, it will be obvious who’s got it because they’ll be so far ahead of everyone else. Interactive commercials are coming whether you like it or not,” he warns. And if he’s right, by then the cry from other post houses could well be “give me Liberty or give me death.”
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