Watson ankles Celador Int’l

Woolfe to helm 'Millionaire' distribber

LONDON –- Celador International, the U.K. distribber behind “Who Wants To Be A Millionaire?,” has appointed commercial and marketing director Adrian Woolfe as its new managing director.

He replaces Ellis Watson, a former marketing guru for Brit tabloid The Sun, who is ankling the company at the end of the month to become general manager of Mirror Group Newspapers, publisher of the Daily Mirror, Sunday Mirror and the People.

Woolfe, who will take up his post May 23, will oversee Celador International’s three core divisions -– program and format sales, consumer products and licensing and interactive media.

Woolfe joined Celador in 1996 as a development producer and was part of the original team that developed and launched “Who Wants To Be A Millionaire?” Once on air, he became responsible for its marketing, publicity and promotion transforming the program from a primetime TV quiz into an international brand.

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