RDF Media reshapes digital arm

UK superindie RDF Media Group has overhauled its digital arm following last month’s departure of creative director Zad Rogers.

The company is dispensing with the RDF Digital name and launching RDF Contact in its place, serving as the point of entry for brands, agencies and other partners to connect producers across the group.

RDF Media creative director Cathy Rogers will hold the same post at RDF Contact, with former RDF Digital director Tim Breadin becoming MD of the newly-named division.

C21 revealed recently that Rogers was leaving to set up his own digital venture, Atomized Entertainment, and that RDF Digital was behind the launch of a new digital TV channel on behalf of car maker Renault.

An RDF spokeswoman told C21 today that the decision to drop the RDF Digital name in no way reflected a lessening of commitment to the digital space, despite the failure of the firm’s Comedy Demon venture. RDF Digital scored successes with a number of Bebo commissions and the Renault.tv website, which has now spawned the broadcast channel.

“This new division will build on the success we’ve already had in this area and provide added momentum to our efforts to create content for new platforms and new customers. The landscape is changing rapidly and we must adapt in order to remain competitive and relevant,” said RDF Media Group CEO David Frank.

“The Renault project, for example, is a very exciting initiative for us. Shortly we’ll be announcing details of other deals with new partners on a number of different platforms.”