Robert Dodds, the founder of Freedom Media, will take the role of president of 19 Entertainment, taking responsibility for the day-to-day running of the broadcasting content and talent management firm. Its properties include 'American Idol', promotion for David and Victoria Beckham, Team England, Honda F1 Racing, and the Elvis Presley Estate.
The company creates bespoke television content for worldwide brands including Procter & Gamble, PepsiCo, Nokia and Adidas. It operates in more than 30 markets worldwide and is a global leader in the integration of brands with entertainment properties.
Freedom Media specialises in developing brand content campaigns for advertisers including Pepsi, Mastercard, PlayStation and Sony Ericsson.
Fuller and Dodds have previously worked in partnership, at first on the commercial development of the Spice Girls and more recently as founding partners of Channel 4's flagship music show 'Popworld'.
Freedom Media will be absorbed into 19 Entertainment to create a stronger base from which the company can build entertainment brands in its core promotion areas of television, music, fashion and sport.
In April this year, former Sky sales boss Mark Wood joined Freedom Media as its commercial director.
In March, former Universal McCann executive vice-president Chris Shaw joined 19 Entertainment to head promotion of the Formula 1 Honda Racing.
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