MediaCom has hired Thea Cole (pictured) to be its head of branded content.
Formerly head of communications for the British Academy of Film and Television Arts (BAFTA), she will oversee all branded content for the media agency’s content division, MediaCom Beyond Advertising, from development and production to distribution and evaluation.
While at BAFTA, Cole developed and syndicated digital content and promoted the organization’s social networking activities. Before that she worked as head of creative development at prodco Twofour Digital and as creative head at Red Bee Media where she delivered branded content series for UKTV. Prior to that she spent 10 years as a producer/director for BBC.
She is the latest television exec to join the media agency. Last year, Nick Cohen left his position as multiplatform commissioner at BBC to join the agency as managing partner.
“Thea brings a tremendous range and depth of experience to MediaCom, having worked in broadcasters, independent TV production, agency side at Red Bee and most recently as a client at BAFTA,” said Cohen in a statement. “Her creativity, production skills and industry connections will be a huge asset to our clients.”
Cole added: “‘I am so excited to be joining MediaCom at a time when many advertisers are looking for new and innovative ways to engage audiences. This offers a fantastic opportunity to develop imaginative branded content campaigns, both in the UK and globally. MBA is undoubtedly leading the way in this area and I look forward to working with MediaCom’s clients to create ever greater opportunities for them in the future.”