Outfit will sit in technology division and drive innovation around production companies
Zinc Media Group has launched a label that aims to drive AI innovation across the producer group.
Cicada sits within the Zinc’s technology division and is led by chief technology officer Olly Strous.
It will work in partnership with Zinc’s television and events labels, as well as brand content company The Edge. Its focus will be infusing AI innovation into the group’s output, from commercials and branded films to TV, live events, training content and educational media.
Cicada will also be used to equip each label with the tools and techniques to support their research, development, production and post-production.
Its establishment is part of Zinc’s concerted push into AI growth over the past 12 months – last year it AI-related work contributed £3m to its overall revenue of £41.5m. Cicada will also centralise AI across the group and provide expert insight for both internal use and Zinc’s client base.
Strous will work with Cicada’s AI innovation lead, Jenny Springett, who joined Zinc’s entertainment label Electric Violet last year.
Strous said Cicada is a “playground with a purpose”.
He continued: “We are working with our colleagues across the group to elevate and enhance their already exceptional work across films, events and content and showcasing what AI can do, for our clients, our labels and the wider industry.”
Springett added: “Cicada is about two things: creativity that makes people stop scrolling, and productivity that actually delivers ROI. AI can do both, and we’re building the proof of that here.”
The creation of Cicada follows Zinc’s recent acquisition of Middle Eastern events company WMP Qatar and is part of chief executive Mark Browning’s strategy to turn the producer group into a £50m-revenue company.
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