The new department is promoting a one-off ‘virtual’ gig by comedian Jimmy Carr on 7 February. It will be performed to a live audience of around 50 in London, as well as broadcast in virtual world Second Life.
The aim of the activity is to raise Carr’s profile on behalf of Channel 4 home entertainment label 4DVD – an existing Taylor Herring client that distributes Carr’s DVDs – and Carr’s agent Hannah Chambers Management. 4DVD first signed up Taylor Herring last year (PRWeek, 17 March 2006).
Force10 is being run by online PR manager Matt Park, who has joined Taylor Herring from online and entertainment agency Way to Blue. Park spent three years at Way to Blue – where he was an account manager and reported to PR director Keith Sloan – working on online campaigns for films such as United93.
Force10 will launch an interactive press portal in two weeks at www.force10.tv. This will aim to equip journalists from entertainment and lifestyle websites with content – including clips, celebrity interviews and pictures – from a range of Taylor Herring clients.
Currently, Park is Force10’s only employee, but other staff and expert non-executive directors are being recruited.
He said: ‘Many PROs are just not up to speed on the opportunities that have opened up in recent months. Nor have they worked out how to integrate new strategies with traditional approaches – we plan to change that.’
Taylor Herring co-founder James Herring said Force10 was one of several potential names for Taylor Herring when the agency itself launched in 2001. He added it ‘seemed appropriate for the digital division’ because ‘we want to kick up a storm’.