Indeed, Hogarth has been so successful that Apple itself has taken personal interest in the system they are using, and asked Macworld UK to go along and see it in action. We caught up with Mark Rhys-Thomas, partner at Hogarth and Mark Keller, CTO, to talk about FIDO, Final Cut Server, and .

"Hogarth is a new breed of video production facility," Mark Rhys-Thomas said. "The technology is finally working and the tools have suddenly got very good." Efficiency is obviously at the heart of what Hogarth does. It's not a creative agency as such (although clearly much of their work is creative).

"We don't make new ads," says Rhys-Thomas, "we repurpose, repackage, execute, and deliver adverts. Basically every time you hear a 're' [in a creative market] that means more money." Essentially, Hogarth takes creative adverts (mostly video, but it also works in print and web) and creates and distributes multiple versions for various international markets. "We take a 60 second spot that's just an advertising video and do 400 different variations. They'll have different lead actors, different audio, content overlays; they also have different audio levels and will work in different formats. We also handle the distribution to all the television networks."

"The technology finally works and it makes us more efficient." says Rhys-Thomas. "The tools suddenly got very good and we could produce a facility for next to nothing."