Endemol Beyond expands global presence with first Asian hub

MUMBAI: Global content creator, producer and distributor, Endemol Shine Group has expanded its global presence with the launch of Endemol Beyond Asia. 


Mindshare Singapore’s Christopher Smith has been appointed as the head of digital and branded content at Endemol Beyond Asia.


The new regional hub will produce local versions of the company’s global digital formats, premiering with ICON, the lifestyle channel creatively led by digital pioneer Michelle Phan. ICON launched simultaneously in the UK and U.S earlier this year and is the go-to destination for beauty, fashion and wellness.


Endemol Beyond Asia will also create original programming and bespoke branded content for the Asian market, as well as engaging leading digital talent.


The regional hub will be headquartered in Singapore, where Smith will be based, reporting to Endemol Shine Asia MD Fotini Paraskakis and working closely with Endemol Beyond International MD Georg Ramme.


As an experienced creative director and brand strategist, Smith has worked internationally with brands such as Nike, Apple, Quiksilver, Unilever and Disney. At Mindshare Singapore, Smith led the development of Mindshare Discovery, the experiential and branded content business unit working with MCNs across the region.


“Launching Endemol Beyond Asia is a significant move in our growth across the region. The synergy between our core business and this new division will allow us to deliver clients premium content on all platforms. Christopher’s extensive experience in MCNs and brand relationships makes him ideally suited to lead this important new area,” said Paraskakis.


"Endemol Beyond is a creative organization at its core and it’s exciting to leverage the years of experience and success in creatively led storytelling to the Asian market. There is a huge opportunity in Asia for both branded content and original digital programming. I look forward to adding to the success of Endemol Beyond in this region, and to develop our Asia based studios into one of the leading producers of outstanding content for both brands and viewers,” added Smith.


“Endemol Beyond continues to go from strength to strength and establishing this new hub in Asia reinforces our position as a truly global company. Audiences in Asia have a strong appetite for digital content and this region is key to Endemol Beyond’s growth. Christopher’s experience and innovation puts us in a great position to create fantastic programming, attract digital superstars and deliver bespoke content to leading brands,” said Ramme.

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