Endemol UK has appointed Claire Heys, previously with Tiger Aspect, as its director of brand partnerships and licensing.
Heys will be tasked with overseeing product placement, licensing, sales promotions, advertiser funded programming, sponsorship, live events and merchandising across the Endemol UK group including Initial, Remarkable Television, Zeppotron, Tiger Aspect, Darlow Smithson and Tigress.
While at Tiger Aspect as director of commercial partnerships, Heys brought Mediacom, and its client, GlaxoSmithKline, to the table to fully fund Cook Yourself Thin. She also brought Britain’s Best Brain, with funding from Nindendo and GroupM Entertainment, to Channel 5 on primetime.
Before Tiger Aspect, Heys was controller of commercial partnerships at Virgin Media Television and UKTV and before that was head of business development for Initial.
Heys will report to Lucas Church, chief operating officer at Endemol UK and Olivier Gers, chief executive officer of Endemol Worldwide Brands.
“Product placement, licensing, sales promotions, advertiser funded programming, sponsorship and merchandising are all areas where we see increasing opportunities for Endemol UK and intend to grow our business,” said Church of the appointment. “Having someone as highly experienced and skilled as Claire in this role puts us in a strong position to do so.”
“New legislation and challenging market conditions mean the demand and opportunities for these kinds of brand partnerships are significantly on the increase,” said Heys. “We want to build on Endemol UK’s long track record of creatively marrying content and brands as well as its growing business in licensing and merchandising.”