This week, Hot Cherry turns 8. Here's an interview with Harry Cymbler, head boy and founder of Hot Cherry talking about the agency's last 8 years.

Why did you set up Hot Cherry?

Interesting things happen when you challenge convention. The old school model of PR was not working for brands anymore so something new had to happen. The emergence of digital platforms challenged traditional PR agencies head on. Hot Cherry was set up to help brands embrace and harness the power of all media channels among TV, radio, print and online.

How have PR agencies changed in the last 8 years?

It's been a revolutionary time. Traditional media channels are not having the same impact that they used to and consumers are engaging with brands and media differently. Some PR agencies have adapted accordingly and are producing groundbreaking work online whilst others are struggling with the medium. Being creative, informed, agile and smart enough to adapt to the times is key.

Memorable agency moments over the last 8 years?

There have been many. We've worked with some of the most recognisable brands in the world including BBC, MySpace, Microsoft, Sony Playstation, Ford, Channel 4 and E4. In the last year we attracted some heavyweights to the board including Adam Gee, Channel 4's New Media Commissioner, and James Booth, fomer CEO and founder of TangoZebra.

Memorable campaign moment?

There were many including a few world firsts. For Channel 4, we were the brains behind the world's first viral exhibition at London's Institute of Contemporary Arts. The show attracted global publicity, sold out in 30 minutes and broke all attendance records. Then there was ‘Where are The Joneses?' the world's first interactive online sitcom for Ford. Oh, and the spoof VW suicide bomber viral campaign...

Tell us about the Ford campaign.

Where are the Joneses? was an interactive online sitcom. The script of each two to five minute episode was collaboratively written by viewers via wikis and social networking sites such as MySpace, Facebook, Flickr and blogs, with each character having their own Twitter feed. The faux-documentary style video was filmed daily on location and is also available via YouTube.

The spoof suicide bomber campaign received negative criticism at the time. Do you regret getting involved?

No. We turned it into one of the most talked about virals of all time - it received global media interest and over 70m views. The work challenged perceptions towards terrorism and got people talking about a very delicate, but hugely important, subject which can only be a good thing.

There was rumour at the time that American Government were keen to talk with Hot Cherry about the campaign. Is that true?

No, but the US Army Aviation and Missile Command Centre had been snooping around our website.

Hot Cherry doesn't try to blend in does it?

Standing out is not about blending in. In a world where there is so much noise; where so many brands are trying to have a voice, you need clear, smart and creative ideas that stand out.