Louwerse joins 2waytraffic

Former Endemol exec to oversee sales of formats

LONDON — Dutch interactive company 2waytraffic announced Tuesday it has hired top Endemol Intl. exec Ed Louwerse as its managing director.

He will join the company on Feb. 1.

In his new role, Louwerse will be responsible for the global exploitation of the company’s catalog of more than 170 formats, except for in the U.S., Eastern Europe and the Nordic region, where the company has local offices.

He will also oversee the company’s sale and licensing department, its interactive television team and the consumer products team.

At Endemol Intl., Louwerse was director of international sales, selling titles such as “Big Brother” and “Deal Or No Deal” into Eastern Europe, the Middle East and North Africa. He started his career in television at Dutch production company IDTV.

“Ed is very well-known by the major players in the international television market. I am confident that Ed’s experience will further enhance 2waytraffic’s international profile,” said 2waytraffic’s CEO Kees Abrahams.

2waytraffic, which was founded by a group of former Endemol executives and floated on London’s Alternative Investment Market this year, hit the headlines last month when it bought the rights to “Who Wants To Be a Millionaire.”