Endemol is setting up a worldwide brands division to be led by ex-FremantleMedia and IMG topper Olivier Gers.
Unit will focus on extending properties across multiple platforms.
In his new role Gers, who has 17 years experience in the entertainment biz, will be responsible for key digital activities.
This follows the integration of digital into the company’s core commercial biz and the departure of international digital topper Adam Valkin, hired by Endemol in the summer of 2008.
As FremantleMedia’s general manager of worldwide licensing, Gers oversaw the “Idol” and “Got Talent” franchises, “The Price Is Right,” “The X Factor” and “Baywatch.”
At IMG he managed the online and mobile content creation biz and lead the company’s move into branded entertainment production.
Gers will be based in London reporting to chief commercial officer Tom Toumazis.
Working alongside Gers is Joerg Bachmaier, formerly senior VP, digital media and business development at Endemol USA. He has been tapped as senior VP/general manager Americas.