“Who Wants to Be a Millionaire” exec producer Michael Davies has teamed up with former LivePlanet CEO Chris Moore (“Project Greenlight”) and entertainment marketer Tera Hanks to launch Embassy Row.

Production banner will focus on developing product for broadcast and cable, film, international outlets and advertisers. Company will immediately inherit the bones of Davies’ Diplomatic shingle, including its first-look pact with ABC Entertainment and its co-production (along with RDF Media) on the Alphabet’s “Wife Swap.”

Davies will serve as chairman, while Hanks will be president-CEO.

“After collaborating on various projects over the past few years, Tera, Chris and I recognize the seismic shifts that are occurring in the industry we love … and feel strongly that together we can play a role in helping to define its future,” Davies said.

Embassy Row’s brand work includes an exclusive deal with Pepsi to produce an action sports documentary and a web-based series for the soft drink.

But Hanks stressed the company wouldn’t just focus on producing branded entertainment.

“(Michael and Chris) have largely built their stellar careers and reputations with groundbreaking but traditionally financed television and film properties,” she said. “When it makes sense, and only when it makes sense, we will bring in brands.”

Davies will continue as a “Millionaire” exec producer while focusing on his Embassy Row work; his credits also include “Pepsi’s Play for a Billion.” Hanks, meanwhile, was formerly prexy of Davie-Brown Entertainment, working with brands such as HP, BMW, NFL and Reebok, as well as Pepsi.

Moore, meanwhile, will continue to produce and direct under the Embassy Row label. His credits include producing “Good Will Hunting” and the “American Pie” franchise.