A new business from Merthyr Tydfil, which has only been in operation for four months, is already working with chocolate giant, Cadbury, to advertise its new range.
Irontown Interactive offers cutting-edge CG (computer generated) animation and visualisation services, and was sub-contracted by a production company to create digital models for two new chocolate bars that can now be seen in tube stations across London by millions of users of the underground.
The two new chocolate bars were launched by Cadbury’s in September. The Golden Biscuit Crunch bar is being positioned as something to dunk into tea, while the Toffee Popcorn is being promoted as the accompaniment for a night in with a movie.
This is just the latest success for animator, Gareth Cavanagh, who runs Irontown Interactive from the Orbit Business Centre in Merthyr Tydfil. In the short time since he set up shop, he has already worked on an award-winning project for Pentan Partnership Architects in Cardiff and is currently working on a new advertising campaign for Merthyr Tydfil County Borough Council.
In starting up his own business, he received invaluable help from the Welsh Government, which was delivered through the Centre for Business.
Mr Cavanagh explains: “Over the last 13 years, I have worked across the digital industry, creating video games, animation for children’s television, undertaking technical work for the architectural and medical sectors, and teaching at university level.
“I realised there was a gap in the market in The Valleys for someone to offer full range of animation and visualisation services together under one roof, and decided now was the time to strike out on my own.
“As well as working on local projects, I was contracted by the production company Black Laboratory to produce some digital assets for new Cadbury adverts, and now my work will be on display across London. Apparently, they are playing on 30 ft screens in Kings Cross Station!
“It’s really exciting to be working on a project involving such a high-profile brand and thinking that millions of people will be enjoying your creativity on a daily basis as they travel around London.”
After deciding to go it alone, Mr Cavanagh contacted The Centre for Business, which provides start up business support on behalf of the Welsh Government. It was able to provide him with one-on-one, expert advice on his business plan and referred him to Taste of Enterprise in Merthyr Tydfil, which set him up with an incubation desk until he was able to move into new premises.
The Centre for Business was established in 1982 and currently runs the Business Start Up Service, part of the Welsh Government’s support for businesses.
During that time it has helped to create more than 10,000 new businesses, assisted 25,000 potential entrepreneurs and supported 6,000 existing businesses, with 83% of start-ups it assists still going after three years, compared to a national average of just 35%.
Mr Cavanagh said: “The advice I received from The Centre of Business in creating my business plan was absolutely crucial.
“In just a few months, I have moved into a new office and have already worked on some great projects. I am now working on something that, if successful, will involve hiring full-time staff and expanding the business. I wouldn’t have been able to do this with out the help and support form the Centre for Business.”