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REinvent brings in DR exec for sales

Denmark’s REinvent Studios is expanding its sales force by hiring a former DR sales executive as it prepares to launch a host of new projects this fall.

Sanne Arlø

Sanne Arlø will join the Copenhagen-based packaging, sales and finance company on June 1 as senior sales manager. The move reunites her with Helene Aurø, DR’s former sales director, who is now REinvent’s sales and marketing director.

Arlø has more than 20 years of experience across feature films, television series, scripted formats and documentaries, having previously worked at Nordisk Film International Sales (now Trust Nordisk). For the past 11 years she has worked for the distribution arm of Danish broadcaster DR, whose titles included political drama Borgen and financial thriller Bedrag (Follow The Money).

Aurø said: “I am thrilled that Sanne will join me and the rest of the sales team here at REinvent. Having worked with Sanne for 11 years I know how professionally and passionate she is about her work and her extensive knowledge of the market. It is exactly the passion for the job and the Nordic storytelling that we look for when we hire.

“It is the right time for the sales department to expand as we are taking a number of new titles into distribution that have to be sold internationally from this fall. We need to be at all relevant markets and, of course, you need a sales team that can cover the world.”

REinvent founder Rikke Ennis (right) and Helene Aurø

At REinvent, Arlø will work alongside sales manager and creative producer Peter Ahlén and sales and coproduction manager Isabelle Pechou, both former Trust Nordisk employees. REinvent CEO Rikke Ennis was MD at Trust Nordisk until she set up the fledging business last year.

REinvent currently holds an output deal with SF Studios, where titles include period drama The New Nurses, mountain rescue procedural First Responders and Oxen, based on the crime novels by author Jens Henrik Jensen.

Other series on its slate include The Peacemaker, produced by Mathila Röhr Productions for Finnish pubcaster YLE, which is set between Turkey, Syria and Spain. It tells the story of peacemakers and international arms dealers and their deeply layered relationships with people in power.

Trom, the first crime drama from the Faroe Islands, is in development after being presented at Series Mania earlier this year, while the slate also includes Icelandic titles Ordinary People and Happily Never After.

The company is also distributing forthcoming Danish drama The Rebels at No 69.


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