Frances Adams will join Shine Group’s 360° division in April, where she will step into the newly created role of creative director.
Adams is currently the creative director for BBC Worldwide Consumer Products, where she is responsible for a portfolio of entertainment, family and kids brands, including Top Gear, Lonely Planet and Dancing with the Stars.
Shine 360° oversees the development and commercialization of the company’s brands and non-broadcast rights across digital, interactive and social media, consumer products and publishing, gaming, home entertainment, live experiences, sponsorship and brand partnerships.
Adams will report to Ben Liebmann, CEO of Shine 360°, and will be responsible for the creative vision across Shine Group’s in-house and third party properties. She will work with existing 360° brand and commercial teams, group division’s Shine Network, Shine Digital and production companies on global formats, including MasterChef, One Born Every Minute and The Biggest Loser.
Some of Shine 360°’s past successes include MasterChef‘s US$240 million in global revenue from brand extensions across books and magazine publishing, cookware, sponsorship, mobile and tablet applications; and The Biggest Loser, which has more than $15 million products sold and $400 million in global revenue from initiatives such as workout DVDs, global publishing and a number of heath-based food, drink and supplement products.
Liebmann said: “I look forward to seeing Frances apply her unique vision to our portfolio of brands and across all areas of our non-broadcast business.”