Fremantle UK Names Head of Digital & Branded Content

Fremantle UK has tapped Channel 4 alum Adam Middleton as head of digital and branded content to lead a newly established division focused on digital innovation and commercial growth.

In his new role, Middleton will further strengthen Fremantle UK’s digital and commercial strategy, ensuring that digital first-thinking continues to be at core of the company’s approach.

The company’s digital production arm will sit under Middleton and be led by Jamie Crossan in the newly created role of head of digital production.

Middleton most recently led the creative strategy within Channel 4’s sales team, with a focus on digital-first branded entertainment. Before joining Channel 4, he held a series of creative and commercial strategy roles at LADbible Group, Brave Bison and Social Chain. He also worked across creator marketing and digital content at Publicis.

“As Fremantle UK continues to evolve as a multi-platform business, digital and branded content remain central to our growth,” said Amelia Brown, CEO of Fremantle UK. “Adam’s experience and understanding of this landscape will be invaluable as we strengthen our position and explore new commercial opportunities. I look forward to combining our creative expertise and commercial ambition to deliver even more innovative partnerships and content across platforms.”

Middleton added, “I’m thrilled to be joining Fremantle, a powerhouse in entertainment production, at such a pivotal time in the industry. The business has leveraged digital channels effectively for years, and it’s a great time to come on board to drive further growth in this space, with a focus on building new IP, collaborating with creators and partnering with advertisers.”