By Sahil Patel
In a bid to push further into branded content, FremantleMedia has hired Samantha Glynne as its first VP of branded entertainment.
In the role, Glynne will be responsible for branded entertainment partnerships for the production company around the world. She will work with regional commercial and digital teams on brand strategy, secure relationships with brands and agencies, and maximize advertiser engagement on TV and digital platforms.
Branded content is a “key growth area” for FremantleMedia for its existing TV brands and growing roster of original digital content, the company said.
Based in FremantleMedia’s London offices, she will work out of the company’s digital and branded entertainment division, and will report to CEO Keith Handle.
Previously, Glynne was managing partner and director of channels at Publicis Entertainment in London and Paris.