Wheelhouse forms brand partnership arm

Former ITV America CEO Brent Montgomery’s Wheelhouse Group (WHG) has launched a new business to connect content creators and talent with brands.

Dan Sanborn

Brand and marketing unit Wheelhouse Labs (WHL) sits alongside WHG’s flagship division Wheelhouse Entertainment.

It will be led by brand marketer Dan Sanborn, who has joined from beverage-alcohol industry firm Diageo North America.

Sanborn, who held several leadership roles during his 16-year tenure at Diageo, will serve as president of WHL and chief marketing officer for WHG. Diageo, meanwhile, will continue working with Sanborn as a client of WHL.

Sanborn reports to Montgomery, CEO of WHG, and will also work with Ed Simpson, chief strategy officer at WHG, and Sean Cohan, president of WHE and chief business officer for WHG.

WHG has also made a minority investment in public relations, communications and marketing agency Jonesworks, which was founded by Stephanie Jones, who sits on the board of WHG as chief branding officer.

Brent Montgomery

Brand and marketing unit Wheelhouse Labs (WHL) sits alongside WHG’s flagship division Wheelhouse Entertainment.

“At Wheelhouse, our paramount goal is to provide a one-stop shop for talent, brands, entrepreneurs, renegade producers and everyone in between looking to take big swings across various industries. We also aim to offer significant advantages for competing in this high-stakes environment,” said Montgomery.

Other WHG investments include digital content studio Portal A, children’s media company Goldieblox, coffee company Bluestone Lane and children’s book club company Literati.