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Endemol Shine bolsters licensing team

Frances Adams promoted, while Jane Smith and Alice Bernardi join the team.

Endemol Shine Group has significantly strengthened its licensing and brand development teams.

Frances Adams (pictured) has been promoted to the role of global director, brands and licensing. In this new wider role, Frances will strategically manage the licensing division, alongside overseeing Endemol Shine Group’s brands such as Masterchef, Simon’s Cat and Mr Bean.

Frances was previously director of brand development at the company, while she is also a former creative director of BBC Worldwide.

Meanwhile, Jane Smith has officially come on board as commercial brand executive.

Previously chief commercial and creative director at Entertainment Rights, and executive director of the Government-led twofour54 creative initiative in Abu Dhabi, Jane has been acting as a licensing consultant with Endemol Shine Group.

Reporting in to Frances, Jane’s remit is to help drive the commercial performance of the brands in the company’s portfolio, with a focus on growing the consumer products area.

Finally, Alice Bernardi has joined the team in the newly created role of head of UK licensing, responsible for growing the licensing and merchandising business in the territory.

Alice joins from TLC and has also held roles at Viacom and Warner Bros. Consumer Products. She will report in to UK coo, Lucinda Hicks.

“Frances has played an instrumental role in establishing the Commercial Partnerships team at Endemol Shine Group and is brilliantly placed to take on this new role, and it is great to have Jane and Alice on board who bring with them a wealth of experience in the licensing field,” said Wim Ponnet, group director of strategy and commercial development at Endemol Shine Group.

“Our goal is to continue to identify new strategic opportunities for our amazing on-screen brands off-air and drive forward the commercial performance of our portfolio.”

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