Endemol Shine restructures brand licensing division

Endemol Shine Group has detailed a series of promotions amid a restructure of senior management within its brand licensing division.

Endemol Shine Gaming’s MD, Owain Walbyoff, will add the group’s licensing division to his remit in a new broader role as MD, gaming, licensing and merchandising.

Walbyoff has already successfully overseen global programmes for owned and third-party properties for Endemol Shine’s Gaming division, including Deal of No Deal.

He takes over from Frances Adams who has joined Endemol Shine’s creative networks division as group director, brand strategy. Walbyoff will continue to report to Endemol Shine Group’s chief strategy and commercial officer, Wim Ponnet.

Reporting into Walbyoff will be Jane Smith who has been promoted to director, brand licensing and strategy. Smith’s previous roles include commercial brand executive at Endemol Shine Group, chief commercial and creative director at Entertainment Rights and executive director of the Government-let twofour54 creative initiative in Abu Dhabi.

Walbyoff and Smith will spearhead Endemol Shine Group’s licensing operations, working closely with the Group’s OpCos to maximise opportunities. They will also drive local and multi-territory deals for Endemol Shine’s diverse IP portfolio.

Wim Ponnet, chief strategy and commercial officer, Endemol Shine Group, said: “We have an ambitious strategy to grow the commercial performances of our brands and this new structure will allow us to supercharge our brand licensing business throughout the group.

“Owain is brilliantly placed to take on this new role and over the last 18 months Jane has been doing a fantastic job at identifying new strategic opportunities for our amazing portfolio of brands.”

The broader group brand licensing team has also been restructured under clearer category divisions to further grow expertise within each area and drive the commercial performances of its brands.

The firm controls the brand rights to some of the most recognisable IP in entertainment, including MasterChef, Big Brother, Simon’s Cat, Mr Bean and more.

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