Boutique creative agency, devilfish, has been chosen by woomi to be its global digital strategy and creative partner as the connected TV platform readies itself for its first consumer push. Deals with a number of leading CE manufacturers and content providers, including Samsung and MUZU, will take woomi onto 10m devices across Europe by the end of the year.

devilfish won the account in a competitive pitch against two pure-play digital agencies by demonstrating a strategic understanding of how the woomi business and brand needs to be developed in a digital arena as it becomes consumer-facing. The agency will transform the brand’s site, designing and building a multi-language online entertainment destination in-house, promoting woomi’s core content with video and editorial. woomi will also engage with a series of blogs relating to the various genres offered within the platform.

woomi launched its app in the UK in January 2011, rolling out initially on Samsung connected TVs on its Internet@TV portal. It’s since been joined by LG and Toshiba with more connected devices in the coming months. It features a range of content, including ITV shows via a partnership with Box Office 365 and various programming from production giant HiT Entertainment. There are also around 1,000 movies available, from archive titles to newer releases.

Clare Dentith Marketing Director of woomi, said: “We asked devilfish to redesign our site, but they impressed us so much with the scope of their thinking about our brand as a whole in this important year that they were the natural choice. woomi is an app with huge potential and it’s exciting to be at the forefront of the connected TV revolution. ”

Matt Cole, devilfish creative director, said: “We are thrilled to have been chosen by woomi as it makes the shift from B2B technology company into a consumer, content-providing entertainment brand. We are looking forward to helping them achieve their ambitions.”

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