Millionaire production house Celador launches brand liaison arm

LONDON - Celador, the production company behind TV hits such as 'Who Wants to Be a Millionaire?' and 'You Are What You Eat', is launching a division that will specialise in working with brands and agencies.

Brand Alliances, which will be headed by Mathew Freer, formerly an account director at Rainey Kelly Campbell Roalfe/Y&R and at Euro RSCG London, will specialise in working with advertisers on ad-funded programmes, events, broadcast sponsorship and barter deals.

Celador hopes Brand Alliances will work internationally to formalise relationships with advertisers, after it has gained experience of working with brands such as McDonald's and Procter & Gamble.

Freer joins Celador after spells in format creation for the BBC and Carlton.

Brand Alliances will initially approach advertisers about involvement in two Celador-produced events, The British Independent Film Awards and the FIFPro World XL Player Awards.

Adrian Woolfe, the managing director of Celador International, said: "Not all the content we discuss has to be ours. We're well placed to talk to, say, a brand that is looking for something in Germany, and suggest a good fit."

If you have an opinion on this or any other issue raised on Brand Republic, join the debate in the Forum.

Become a member of Campaign from just £45 a quarter

Get the very latest news and insight from Campaign with unrestricted access to ,plus get exclusive discounts to Campaign events

Become a member

Looking for a new job?

Get the latest creative jobs in advertising, media, marketing and digital delivered directly to your inbox each day.

Create an Alert Now

Partner content


1 Why creative people have lost their way

What better way to kick off the inaugural issue of Campaign's monthly print offering than with another think piece on the current failings of our industry, written by an embittered, pretentious creative who misses "the way things used to be"...


1 Job description: Digital marketing executive

Digital marketing executives oversee the online marketing strategy for their organisation. They plan and execute digital (including email) marketing campaigns and design, maintain and supply content for the organisation's website(s).