W&K, Amsterdam, Sets Up Digital Unit The Dam Armada

First Product, Called Androidion, Claims to Be 'World's First Dual-Handed Phone Accordion'

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Wieden & Kennedy Amsterdam has set up a digital production unit, The Dam Armada, made up of creative developers and designers focused on digital products.

The Dam Armada, which will operate as a business unit within W&K, Amsterdam, will work both for existing W&K and non-W&K clients, creating digital solutions such as apps and installations. It will also create and develop products that will be sold independently on the Android and iTunes markets. The unit was founded and will be headed by Jordi Martinez, who has more than 10 years creative and development experience including at CP&B & DoubleYou.

One of The Dam Armada's first products is Androidion, a mobile app touted as the "world's first dual-handed phone accordion." It has also developed the W&K Black Book, an interactive corporate directory for the agency, as well as an interactive screen for Dutch fashion designer RIMA. It is also planning to launch two developer-oriented tools, details of which will be announced on its website.

Lee Newman, managing director of W&K, Amsterdam, said in a statement: "As an independent agency we have the latitude to experiment and we try to foster a spirit of entrepreneurialism. The Dam Armada is a perfect example of it. This really is a different model and requires a different mind-set. Rather than answering client briefs, the Dam Armada has the freedom to dream up digital ideas and the skill to bring them to life."

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