Elisabeth Murdoch’s Shine Group has set up Shine 360°, a group-wide division responsible for branded entertainment and monetizing the non-broadcast rights for the company’s properties globally.
The new division will be based on the business unit originally created and operated by Shine Australia over the past year and Ben Liebmann, currently MD of Shine 360° in Australia, will relocate to London with a new extended cross-group global brief.
Liebmann will take on the new role of Shine Group CEO for Shine 360° from January 5, 2012, reporting to Shine Group president Alex Mahon. He will be joined by additional team members who are currently being recruited.
In a statement, Liebmann said, “Shine 360° will be a creative and commercial rights management business, offering global leverage and perspectives to support our teams and build on their achievements.
“Great brands transcend demographics, geographies and platforms, and by adopting an approach that lays out a global strategy alongside local autonomy we are best placed to realise the full potential of our amazing brand and programming portfolio.”
Shine added that the new division would will focus on the development and commercialization its properties, such as MasterChef and The Biggest Loser, across existing areas of sponsorship, brand partnerships, consumer products, interactive and digital brand extensions, live events and brand-funded entertainment, with particular emphasis on furthering retail and direct to consumer propositions.