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Endemol Shine rejigs brand team

Endemol Shine Group has made a series of changes to its licensing and brand development teams, including appointing a global director who will oversee brands including MasterChef and Mr Bean.

Endemol Shine Group's worldwide hit format MasterChef

Endemol Shine Group’s worldwide hit format MasterChef

Frances Adams, previously director of brand development, has been promoted to global director, brands and licensing and will manage the licensing division.

Adams, who previously worked as creative director for BBC Worldwide Consumer products, will also oversee Endemol Shine’s brands such as MasterChef, Simon’s Cat and Mr Bean.

Elsewhere, Jane Smith, whose previous roles include director of the TwoFour54 creative initiative in Abu Dhabi, has been appointed commercial brand exec for Endemol Shine’s global licensing team.

Smith had been acting as a licensing consultant for Endemol Shine recently and her new remit is to drive the commercial performance of brands, with a focus on growing the consumer products area. She reports to Adams.

Meanwhile, Alice Bernardi takes the newly created post of head of UK licensing and will be responsible for growing the licensing and merchandising business in the UK, working with established and emerging IP across the UK group.

Bernardi joins from specialist licensing agency TLC having previously held posts at Viacom and Warner Bros. She starts this month and will report to UK chief operating officer Lucinda Hicks.

Wim Ponnet, group director of strategy and commercial development at Endemol Shine, said: “Our goal is to continue to identify new strategic opportunities for our amazing on-screen brands off-air and drive forward the commercial performance of our portfolio.”




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