Shine Launches Global Brand Division

SYDNEY/LONDON: Shine 360°, the newly formed international subsidiary of the Shine Group, is to manage non-broadcast rights for properties such as MasterChef and The Biggest Loser on a global basis.

Shine Australia has been operating this business unit for the last year, but now, Ben Liebmann, currently managing director of Shine 360° Australia, will relocate to London and extend the group-wide division globally. Liebmann will serve as CEO of Shine 360° starting January 5, 2012. He will report to Alex Mahon, Shine Group’s president. Additional team members are currently being recruited.

The unit will focus on the development and commercialization of Shine Group properties across sponsorship, brand partnerships, consumer products, interactive and digital extensions, live events, brand-funded entertainment and other areas.

Mahon said: “Millions have been inspired by Shine’s programs throughout the world, not only through their broadcast but through scores of creative, innovative, off-air extensions be they brand partnerships, books, apps or ground-breaking live events; a good many of which have been originated and driven by Ben and his team. On a global basis Shine 360° will build on this work, ensuring a collective consistent focus that continues to encourage commercial excellence locally and provides further opportunities globally.”

Liebmann added: “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 realize the full potential of our amazing brand and programming portfolio. In this new and exciting role, I am really looking forward to working more closely with my colleagues across the entire Shine Group. I’d also like to thank Carl and Mark Fennessy for first bringing me to Shine and for their continued support and friendship.”